Practice Areas

Health

 

Sage Products Inc. - Using Public Relations to Support Reputation and Sales

 

Challenge

Sage Products, Inc., a manufacturer of superior health products, turned to CRT/tanaka to help the company increase market share from hospitals and leverage sales opportunities as well as brand loyalty, recognition and awareness. An audit of the brand revealed that Sage's approach to developing and manufacturing preventive products was a message that was not being fully communicated.

 

Solution

To elevate this message, CRT/tanaka developed a two-pronged strategy: First, to position Sage as an expert on hot clinical issues - such as ventilator-associated pneumonia, and second, to position to supply managers the cost savings that the unique packaging of Sage products provided to its purchasers. In 10 months, CRT/tanaka was able to create a new level of interest in the brand by sharing case studies and preventive expertise with key industry reporters.

 

Results

The focused effort gained media coverage in top health care trades and non-traditional outlets such as Infection Control and Prevention Report (ICP Report), Healthcare Purchasing News, Alliance magazine (VHA Inc.), Materials Management in Healthcare, RN.com, Infection Control Today, Advance for Nurses, Critical Care Nurse, CBS Market Watch and Women's Financial Network Online.