Turning an Apple Event
into a PR Windfall


Turning an Apple Event <br/>into a PR Windfall

AirStrip provides a complete, enterprise-wide clinical mobility solution that enables clinicians to access clinical information anywhere, anytime—right on their mobile devices. AirStrip’s Sense4Baby solution enables doctors to monitor at-risk pregnancies remotely, in near real time.

The Challenge

Building on its longstanding relationship with Apple, AirStrip developed a Sense4Baby app for iOS mobile devices—an innovation that Apple chose to spotlight in its major Apple Watch launch event. AirStrip wanted to capitalize on this opportunity gain increased visibility as a healthcare game-changer, while adhering to Apple’s strict information embargo until after the launch event.

The Solution

The LPP team worked quickly to create a plan for seizing this rare opportunity, including:

  • Moving up a media tour by AirStrip CEO Alan Portela by two months, scheduling the New York event for immediately after the Apple launch.
  • Proactively pitching CEO interviews with mainstream business, healthcare and technology media during the week of the Apple event to discuss AirStrip’s tangible innovations in the wearables space—without spilling the beans on the launch news.
  • Aggressive post-event outreach leveraging both traditional and social media. Starting with media outlets covering the Apple event, we then extended our reach to those monitoring the story remotely. Finally, we tapped top healthcare trade reporters, sparking their interest in healthcare’s presence at one of tech’s biggest events of the year.

The Result

AirStrip garnered an enormous spike in broadcast, business and healthcare/technology press coverage, within the client’s normal activity budget. The LPP plan:

  • Landed 190 pieces of coverage and 13 briefings over a two-week period around the event.
  • Placed AirStrip CEO Alan Portela on FOX Business and CNBC’s “Squawk Alley,” where he discussed Sense4Baby, AirStrip and mobility in healthcare.
  • Secured coverage beyond the traditional healthcare press, including Forbes, USA Today, Mashable, ZDNet, VentureBeat, and
  • 35 feature stories, including publications such as Gizmodo, TechCrunch, CNET, and Buzzfeed.
  • Huge boost in social media activity: AirStrip was mentioned more than 4,000 times during the event and more than 10,000 times over two weeks—reaching a potential audience of 48.2 million directly and another 18.4 million via retweets.