Biocell Center tapped GCI Health to establish consumer awareness of amniotic fluid banking as the fluid bank seeks to get a foothold in the US market. The campaign aims to educate expecting parents about the benefits of amniotic fluid beyond pregnancy and preserving the fluid to take advantage of trends in the rapidly-advancing field of regenerative medicine.
As part of the effort, the agency facilitated a partnership between Biocell Center and HealthyWomen to support the first Amniotic Fluid Awareness Day on January 27. The campaign kicked off with a blogger event on January 26, and GCI Health followed up with 11 desk-side interviews with top-tier magazines including leading parenting titles. In one month, the campaign generated more than 86 million media impressions and reached 200,000+ Twitter followers.
The WPP shop also redesigned the firm's corporate website, biocellcenter.com.
“Biocell Center has been preserving amniotic fluid for European families for years and providing this service in the US since 2009,” said GCI chief Wendy Lund. “Many parents in the US are still unaware of this truly progressive service, so we are thrilled to make Biocell Center's presence known.”
The account is being serviced out of GCI's New York office.
“Our goal is to establish our company as the leader in amniotic fluid preservation and educate expecting parents and healthcare providers about the value of amniotic fluid beyond pregnancy,” said Biocell CEO Kate Torchilin, PhD.