Consumer demand is rising for products and services that help people lead healthier, longer and more productive lives. In a crowded marketplace, G&S Business Communications partners with brands to help them communicate more effectively with consumers about their diet, fitness and overall well-being.
Our communicators bring a strategically creative approach to understanding your audience’s personal health decisions about nutrition and wellness. We study your brand’s competitive advantages and market needs, and then develop programs to achieve measurable business results. From insights and analytics to media relations, from copy writing to visual storytelling, we create compelling content that emotionally connects with your audiences.
Elevating a Fitness Technology Pioneer
Across a nearly 10-year relationship with Polar, a leader in heart rate assessment and fitness technology, G&S (formerly as CooperKatz & Company) targeted elite athletes, coaches, fitness enthusiasts and educational leaders via the launch of dozens of new Polar products; supporting school-based programs aimed at educating students on life-long fitness; promoting team sports products; and raising awareness on health club-based solutions. Digitally, we strategized and launched a Polar-branded YouTube channel and produced videos on products as well as moving personal testimonials. As Polar faced stiff competition when entering the activity monitoring space, G&S executed a successful campaign to build awareness and consideration of its new activity watch, Loop. Earned media placement highlights of our efforts included: The New York Times, The Los Angeles Times, The Washington Post and USA Today; scores of fitness and technology articles in outlets from Men’s Health to WIRED; broadcast features on shows including “TODAY” and “CBS Sunday Morning”; and many posts by fitness and tech bloggers. This mix of thought leadership, earned media and social engagement helped drive sales of Polar products and reinforce the company as a leader in fitness.
Raising Awareness about Hospital Malnutrition
Abbott Nutrition sought to bring greater attention to an urgent societal issue, identifying one-third of hospital patients in the U.S. as malnourished. In 2012, G&S (formerly as CooperKatz & Company) spearheaded a campaign alongside the world-renowned nutrition company to help launch and lead the multi-disciplinary Alliance to Advance Patient Nutrition – a consortium of five leading healthcare organizations joined by one common goal: to rally hospitalists, nurses, dietitians and other providers around addressing the challenge of hospital malnutrition. Across the year-and-a-half-long campaign, we managed all communications between each partner organization, led all media outreach efforts, launched a website and wrote all associated content, and developed social channel calendars and content. The campaign resulted in more than 40+ earned media articles, 130 pieces of content, 30 million in audience reach and more than 104,000 page views.
This campaign won the Silver Anvil Award for Public Service (Partnerships) from the Public Relations Society of America.
Publicizing the Benefits of Nutritional Supplements
The Council for Responsible Nutrition (CRN) required support in publicizing the findings of “The Benefits of Nutritional Supplements,” a comprehensive scientific survey report documenting the health benefits of nutritional supplements such as multivitamins. Our goal was to drive both national and local target market outreach. To connect with consumers, G&S (formerly as CooperKatz & Company) created a quiz to test individuals’ knowledge of key vitamins and supplements, underscoring how nutritional supplements like multivitamins can be a critical investment in one’s health – now and in the future. The activation was paired with targeted media outreach highlighting the scientific findings and recommendations for the elderly, baby boomers, the “sandwich generation” (those caring for older parents and small children at the same time) and women. Coverage secured by the campaign included live appearances by Dr. Annette Dickinson, Ph.D., on network television stations in Washington, DC, and Chicago, as well as print coverage in numerous health-focused magazines like Better Nutrition and daily newspapers, such as The Columbus Dispatch and The Deseret News.
Launching a Nutrition Shake for Type 2 Diabetes
To launch Glucerna Advance, a nutrition shake formulated specifically for people with type 2 diabetes, we knew that seeing was believing. G&S (formerly as CooperKatz & Company) initiated a robust press launch with registered dietitian and Abbott spokesperson, Molly Gee, demonstrating the benefits of the new formula on-air and in-person. We kicked off the campaign with a robust Satellite Media Tour, followed by deskside meetings with magazines such as All You and Reader’s Digest. We then distributed creative branded lunch bag mailers with product samples, diabetes management tips and recipes to a wide range of nutrition journalists and influencers. In total, we secured more than 20 interviews for the campaign, setting up Glucerna Advance for in-market success.
The Council for Responsible Nutrition