CooperKatz provided public relations support to PLC Medical Systems during the pre-launch and launch phases of its Heart Laser®, a surgical device used in transmyocardial revascularization (TMR).
TMR is utilized for coronary artery disease patients suffering from severe, stable angina who are not treatable by conventional coronary revascularization techniques such as bypass surgery and angioplasty.
CooperKatz’ engagement began a year prior to FDA approval with pre-market communications for clinical trials in several U.S. locations and support at major medical conferences where investigators delivered presentations. Leading up to the FDA’s review of the device, CooperKatz prepared detailed briefing materials and conducted communications training with PLC’s senior executives.
Once the Heart Laser was approved, we orchestrated a saturation strategy that employed a satellite media tour of doctors and patients; a video news release and b-roll package incorporating operating footage and medical animation; an audio news release featuring comments from clinical investigators; and a local publicity initiative in each of PLC's 30 clinical site markets. The combined efforts generated more than 100 million media impressions, effectively introducing the Heart Laser to consumer and professional audiences.