Coldwater Communications launched Rockdoc's innovative Cold & Flu Rescue Kit with a multi-faceted PR campaign. Strategic media relations, influencer partnerships, and thought leadership positioning generated extensive coverage, significantly boosting Rockdoc's brand profile and establishing them as healthcare innovators.
Media Relations, Influencer Partnerships, Collateral creation, Strategy
Owned and operated by Canadian doctors and nurses, Rockdoc is on a mission to help Canadians navigate healthcare services and solutions beyond the standard of care. With facilities and laboratories across Canada, Rockdoc’s patient-first, innovative services help people choose care quickly and efficiently using modern technology.
Rockdoc launched the Cold & Flu Rescue Kit, Canada’s first at-home testing solution with telehealth support for Influenza A and B, Strep throat, and COVID-19. This kit provides a step-by-step test , with results in 15 minutes and referrals to a licensed physician for consultation and prescriptions. The kit could be ordered online for overnight delivery in Canada or via DoorDash.
Coldwater Communications developed a custom strategic plan based on industry research and executed a cross-Canada multi-tactic campaign, which included media relations, media training, social media influencer management, and creation of b-roll visual assets to build awareness of Rockdoc’s new Cold & Flu Rescue Kit.
Drawing on government monitoring and survey data, Colddwater identified the best time to introduce the Cold & Flu Rescue Kit to Canadians.
Coldwater Communications developed 4 custom pitches geared towards parents of children, people 40-55 years old without access to primary care providers, as well as industry and employer audiences in B2B markets. Following targeted media outreach, Coldwater Communications prepared and distributed a newswire press release announcing the launch of the product.
To prepare Rockdoc leadership for video interviews with CTV, Global News, CityNews, and Conversations that Matter, Coldwater’s media training expert provided two sessions of media and thought leadership training to ensure Rockdoc’s messaging and value proposition would be communicated with clarity and impact.
As Respiratory Syncytial Virus became a major health story, media pitching pivoted to Rockdoc’s in-person RSV testing service in Vancouver, Halifax and Winnipeg. Coldwater Communications sent a custom targeted media pitch for each city where the clinics were opening, securing news coverage in print or broadcast in all markets.
The second phase of the campaign focused on social media influencers. Coldwater researched and enlisted relevant, brand-friendly influencers in Calgary, Winnipeg, and Vancouver. All posted their Instagram content on the Cold & Flu Rescue Kit to positive reactions and engagements from their audiences.
Rockdoc received 36 pieces of earned media coverage in total. The coverage for the campaign received:
The campaign contributed to significant exposure for Rockdoc, growing their brand profile and establishing their leadership team as credible experts and trustworthy sources for customers struggling with seasonal illness.
