Parker Laboratories

Parker Laboratories

Parker Laboratories is a leading global medical products company that develops, manufactures, and sells ultrasound and electromedical contact media, and is a prominent manufacturer of institutional cleaners and disinfectants. A medical supply company with a loyal customer following, Parker tapped Rosica to help launch a new topical analgesic product line, Helix Professional Pain Relief Cream, to healthcare professionals primarily in physical therapy (PT) and chiropractic care settings.

After establishing product messaging and marketing materials with our client-partner, Rosica focused on recruiting, developing, and media training external key opinion leaders (KOLs) – chiropractors and physical therapists from the New York-Metro area, New England, and beyond and who are well respected among their peers nationally and have strong social media followings. What’s more, our healthcare PR team strengthened existing KOL relationships, healthcare professionals whom the company sold to through its distribution network and met through the tradeshows it attended and/or exhibited at.

Since this B2B healthcare product line was not marketed to consumers, our mission was to get Helix into the hands of influential medical professionals and facilities to heighten product visibility, peer recommendations, and adoption. With an emphasis on securing earned media placements in the chiropractic, physical therapy, and medical supply trade publications/journals and growing sales, Rosica researched and wrote numerous white papers, professional publication submissions, and bylined articles on behalf of the KOL/influencer network we developed for Parker. We garnered dozens of earned media placements, leveraging such trending and timely topics as alternatives to opioid pain medications; seasonal pain (e.g., injuries due to winter conditions and back/neck pain due to shoveling and ways to address discomfort associated with summer activities and sports); and CBD being used in pain relief products.  We targeted national trade and mass media outlets trusted by professional audiences, as well as television and daily newspapers throughout New Jersey and New York.

We managed and nurtured Parker’s KOL relationships to ensure our healthcare influencers regularly posted about Helix on their well-followed social media channels, resulting in dozens of social posts and videos highlighting professionals using the product on patients and their staff, which boosted Parker’s social following and engagement by more than 20% in 12 months.

In addition to KOL development, earned media and influencer marketing, Rosica sourced a strategic video partner for Parker and directed a video shoot for Helix with a doctor and patients at a KOL’s medical offices.