Torax Medical is a medical technology company focused on minimally invasive treatments for digestive, incontinence and obesity disorders. The FDA had just granted approval for the LINX® Reflux Management System, the first minimally invasive device to treat chronic gastroesophageal reflux disease (GERD).
Studies demonstrating the benefits of LINX® were published in the New England Journal of Medicine, but Torax still needed a way to leverage those results and build awareness among referring physicians, implanting surgeons and potential patients.
Torax tapped Padilla to produce content to support the new product launch and develop a strategy to drive national news and trade media interest. The arsenal of action included a multimedia news release, product animation/images, B-roll footage of patient and physician testimonials, exam room posters, an online implanting center toolkit and traditional print advertising.
Within one week of the launch, Padilla secured desk side meetings with The Wall Street Journal, International Business Times and Modern Healthcare. We also generated an Associated Press story, as well as trade publication coverage resulting in more than 270 message-rich news stories reaching a target audience of more than 275 million.