Making the case for
Holly Donato managed the 3M Health Care account at Colle+McVoy PR (now Exponent) with game-changing strategies. The company, which manufactures surgical wear and infection control products, wanted a bigger reputation in the national health care space.
Holly conceived and organized “Health Care Technology: Does it Cost or Pay,” a live event at 3M’s world headquarters specifically for health care editors. Representatives from more than 20 key media, including from BusinessWeek and Business & Health, attended to learn how technology (including 3M’s extensive line) reduces costs and saves lives. In a survey, 95 percent of journalists attending said it increased their awareness of 3M Health Care. In the year following, media calls to 3M Health Care quadrupled. The event won runner-up for “Best of Show” at Minnesota PRSA’s Classics Awards, as well as an IABC District Silver Quill.
Based on this success, 3M Health Care asked Colle+McVoy PR to prepare customers for launch of its new viral-barrier surgical gowns. Holly worked with a market researcher to conduct and publish a survey revealing how concerned surgeons and O.R. nurses were about HIV exposure. Holly also worked with the standards-setting organization ASTM to announce a new barrier measurement for surgical wear on which 3M excelled. Together, the two genuinely newsworthy angles were covered by key O.R. purchasing and infection control publications, creating preference for 3M’s superior Prevention Fabric when it launched six months later.
Need: Grow national reputation of 3M in healthcare sector
Solution: National editor’s forum
Results: 22 attendees and 400% increase in media calls
"You have played a key role servicing our needs at 3M Health Care, specifically your outstanding work on our Prevention Fabric team."
-Dr. James Farr, Market Development,
3M Health Care