Client Public Relations:
RxWise

Public Relations Challenge:
When Iatrogen, an accomplished bioinformatics industry pioneer, decided to productize and launch RxWise™, its risk-assessment software solution for combating Adverse Drug Reactions (ADRs), the fourth leading cause of death in the United States, it entrusted its public relations, brand positioning, and marketing roll-out to The Borenstein Group. RxWise evaluates the potential risks for an adverse drug reaction (ADR) by analyzing the consumer's self-reported (or insurance claims-based) medical history and checking it against the medications they are taking. The challenge was creating positive awareness in key markets where adverse drug reactions affect at-risk populations.

Strategic Solution:
Inspired by RXWise's founder's desire to education the public about the danger of adverse drug reactions, The Borenstein Group carefully orchestrated a national public relations campaign that focused on highlighting the importance of protecting seniors and children and families. The results were on-target and on-message as a slew of major national print and online publication, such as PC Magazine, Reader's Digest, U.S. Pharmacists, Mobile Health Data, and Women's Health to name a few gave RXWise rave reviews, recommended buys, and most importantly increased the visibility to the healthcare issues around medication safety. RXWise was recently honored by the Whitehouse Council on Aging, an exclusive by-invitation only event for healthcare industry leaders.