RXWise: Public Relations
When Iatrogen, an accomplished bioinformatics industry pioneer, decided to productize and launch RxWise™, its risk-assessment software solution for combating adverse drug reactions (ADRs), it entrusted its brand positioning and marketing roll-out to The Borenstein Group. RxWise evaluates the potential risks for an adverse drug reaction (ADR)– the fourth leading cause of death in the United States– 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 to create demand and awareness in the global consumer market – while simultaneously building a wide business-to-business channel-marketing approach to support critical-mass sales. Creating a fully-integrated public relations campaign entitled “RxWise: When Safe isn’t Safe Enough.”, The Borenstein Group helped Iatrogen devise and execute a strategy that aligned grass-roots consumer awareness for combating ADRs through effective PR in national publications such as Reader’s Digest, Women’s Health, U.S. Pharmacist, and PC Magazine, while aggressively laying the B2B channel foundation for product sales to aggregate buyers such as Fortune 500 employers like Dow, and large retailers such as Costco. Within 12 months, as a result of this savvy approach, RxWise has been able to establish a credible market beachhead and gain national acceptance and recognition as the best solution for combating adverse drug reactions.
