The Challenge
Disrupt PR was tasked with building social proof and establishing trust with potential patients, who were skeptical of the institute’s innovative treatments despite their success, while relying heavily on Facebook ads with limited results.
The Results
Through our efforts, The Food Allergy Institute received 50 media placements in the first year, including multiple local TV appearances across California, media placements in People Magazine and U.S. News & World Report, and securing national opportunities on FOX News, CBS
This Morning, National Geographic and Scripps, leading to a significant increase in patient inquiries and trust.
The Food Allergy Institute, a groundbreaking medical organization based in Long Beach, California, is the first to use AI to successfully treat and cure food allergies, with over 8,000 children now in remission. Despite their award-winning medical team and success in the local community, they faced a significant challenge: potential patients lacked social proof to trust them. Their reliance on Facebook ads, which drained thousands of dollars per month, wasn’t translating into widespread recognition or credibility on a national level.
Solving for a Lack of Media Presence
Although the medical team was respected in their field, they had no mainstream media presence. Potential patients and their families were left questioning whether the Food Allergy Institute could truly deliver on its promises due to the absence of notable media coverage. The company needed to establish itself as a trusted authority and a pioneer in the emerging field of AI-driven healthcare.
The Step-by-Step Solution
Step 1: Start with Newsjacking
Disrupt PR recognized that the Food Allergy Institute, despite its medical breakthroughs, had never been featured in the media. Without previous coverage, we couldn’t immediately push for full features. Instead, we took a strategic 3-month newsjacking approach, inserting the Institute into timely conversations to build their credibility and presence.
We began by leveraging a key statistic—1 in 13 children suffers from food allergies, and the numbers are rising—to tie their expertise to relevant health concerns. By aligning their medical team with major newsworthy moments, such as Halloween candy safety, Thanksgiving meals, and Christmas food risks, we inserted the Food Allergy Institute into the media landscape. This allowed us to gain traction by making them part of ongoing conversations, building visibility and trust while laying the foundation for more significant media coverage down the line. Within the first month of our PR partnership, Disrupt PR secured the team’s appearance on major television stations throughout California, from San Diego to San Francisco, reaching over 39 million viewers.
Step 2: Position Client as a Tech Innovator:
We then built off of newsjacking. Once the company had 10 placements secured and published in major outlets, we launched campaigns to obtain full features. Beyond healthcare, we showcased the Food Allergy Institute as a cutting-edge tech company, emphasizing their use of AI in medical treatment. We secured an exclusive with KTLA’s tech reporter, followed by a full feature on ABC News Los Angeles. These placements helped shift the narrative from a local medical organization to a pioneering leader in healthcare technology.
This momentum opened doors to national media opportunities, including FOX News, CBS This Morning, National Geographic and Scripps, positioning the Food Allergy Institute as a forward-thinking innovator.
Step 3: Go Beyond Mainstream Media:
While securing major media placements was essential, we understood that effective PR requires a layered approach. As we say, “PR is like a great soup—you need the chicken (mainstream media), but you also need the salt (niche outlets) to make it great.”
We deployed a comprehensive newsjacking alert system, landing placements in major outlets such as People Magazine and U.S. News & World Report. Simultaneously, we focused on niche platforms, securing interviews and features in specialized food allergy podcasts and parenting blogs, directly connecting the Institute with their target audience.
Results:
In just one year, Disrupt PR delivered over 50 media placements for the Food Allergy Institute, significantly increasing their visibility, trustworthiness, and credibility. Our strategic efforts not only amplified their reputation across California but also positioned them as a national authority on food allergy treatment.
The institute’s patient inquiries surged, driven by widespread media coverage that introduced them to families across the country.
