The Opportunity
MAKO Medical engaged NP Strategy (NPS+) to assist with immediate media relations needs regarding a potential reputational risk issue.
The Strategy
NPS+ immediately began determining the impact of select news coverage and suggested next steps for engaging the media. That plan included proactively telling MAKO’s overwhelmingly positive story through custom video pieces. NPS+ interviewed local business leaders, elected officials, MAKO clients and MAKO employees, many of whom are military veterans. Despite the surprise start of a global pandemic, the videos were deployed online via social media, the company website and a strategic digital targeting effort.
The Results
MAKO Medical has proactively shaped the company’s message reaching thousands of people in a very short time. The company has also increased positive media engagement by sharing the incredible story of how the company adjusted almost overnight to provide critically needed COVID-19 testing to more than 20 states.