PR ideas

Launch of liquid biopsy test

Approach Suggested TML

Press release Mainlines, Regionals, Online
Byline/ Authored articles Deccan Herald, Economic Times, Smartlife,
Healthcare Radius, ANI, Prajavani
Feature stories (Human interest stories) Bangalore Mirror, India Med Today
Industry stories Deccan Herald, Deccan Chronicle, The New
Indian Express
Interviews ET Healthworld, Ehealth(elets), Economic Times

Byline – suggested topics

1. Liquid Biopsy – Advantages or benefits

2. Liquid Biopsy – going to be a game changer in the healthcare (B2B – Healthcare Radius)
3. Liquid Biopsy Orchestrating A Paradigm Shift In Monitoring Cancer
4. Healthcare industry needs to create better ecosystem for genomics in India

Industry stories peg:

1. Saliva diagnostics comes with a huge potential, possibly replacing the painful pricking on
fingers or on wrists. This diagnostic is emerging as the latest and easiest way to detect disease
at an early phase where it is easily treatable. Researchers say it is likely to provide new
opportunities to use saliva liquid biopsy for early assessment of lung cancer because of the
clinical performance of cancer detection, non-invasive collection process and the ease of
collecting, transporting and storing saliva
2. Liquid biopsy will address burgeoning crisis India faces when it comes to dealing with cancer
patients. By 2020 India may have an estimated 1.73 million new cases of cancer and over
880,000 cancer deaths. Around 70 per cent of all cancer patients approach the doctor only
when the symptoms noticeably appear, and the chances of cure are very low as the by then
disease has advanced*
3. Blood tests can predict type of treatment for advanced prostate cancer
4. Experts say undergoing genetic testing for breast cancer creates a ‘DNA barcode’, which may
lead to improved treatment. Mapping the genetic code could help women choose the right
treatment and predict whether they are likely to experience side effects as well

Further suggestions: Partnerships with cancer support communities, foundations that strive to
empower and educate people about cancer.

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Oil clear face wash

Idea 1: Hacks for managing oily skin during Monsoon

- Leveraging content through Instagram posts with top beauty bloggers, fitness bloggers

Idea 2: Skin care for pregnant women

 - Positioning skin care experts in lifestyle feature stories – Suggested TML -Deccan Herald living,
HealthSite

Idea 3: Dissemination of Press releases in tier 2 cities announcing the new range of products or
campaigns.

Idea 4: Skin preservation and protection

- Panel discussions with thought leaders (skin care experts / dermats)

- Facebook live/ Instagram live– ask an expert sessions
- Celebrity engagements – leverage content through video bytes, instagram posts, facebook
posts, Instagram IGTV

Idea 5: What #skintype are you?

- On ground activities in colleges, corporate engagements – set up stalls in IT parks and engage
employees in the campaign. – Leverage the content via social media handles.

Idea 6: Partnerships

- Partnerships with events like fashion shows, college fests, corporate events, beauty pageants
etc
- Also suggested to partner with web series

Idea 7: Contests on social media platforms

Idea 8: Survey in tier wise cities on skin care regime and sharing the reports with relevant lifestyle
journalists.

Idea 9 : Blog topics on company’s website

- Tips for skin care regime for sportsmen

- Why you should address oily skin
- DIY tips to say bye to oily skin
- How to treat back acnes
- What is sebum and how to treat them?

Idea 10: Product placements in Beauty and lifestyle magazines, and websites.

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