When a breakthrough medical procedure has the potential to affect more than half a million women in the U.S. every year, the impact is daunting. miVIP Surgery Centers, a chain of outpatient surgery centers, recognized this when two gynecological surgeons were preparing to perform the first robotic hysterectomy on an outpatient basis at miVIP’s Beverly Hills location. miVIP looked to us for a media relations strategy to raise awareness of this procedure using the renowned da Vinci Surgical System®, a robotic surgery platform used for minimally invasive surgery. We produced a video that allowed broadcast media to utilize stock footage of the impressive equipment. On the day of the surgery, health reporters and other media were granted unprecedented access to shoot the procedure from only a few feet away in a separate room.
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