Name: Precious Cells BioBank
City: London
Website: www.precious-cells.com
For a provider of stem cell storage and related technologies, PR and marketing are essential. At Precious Cells BioBank we first have to address misconceptions that surround the industry, then engage and educate potential customers about the benefits of stem cell storage, ultimately generating sales. For a large part of our business, the window of opportunity to do this is significantly reduced (ie. during pregnancy).
To target the parents-to-be market we attended The Baby Show 2014 and launched our Facebook competition to win free cord blood and tissue storage, valued at £2,350.
The parents-to-be who visited the stand were offered the opportunity of having their photo taken with a Precious Cells BioBank collection kit. Following the show these photos were posted on our Facebook page. In order to qualify for the prize, the entrants had a month in which to spot and tag themselves in a photo before writing a post stating why they feel that stem cell storage is important.
When the winner was announced, the Facebook post generated 237 likes and was viewed by 21,200 people. Extensive exposure was also gained from the many entrants tagging themselves.
The posts on why cord blood banking is important to families stimulated engagement with the key issues, significantly boosting awareness of our brand, products and industry. Since the competition winner was announced we have seen a 40% increase in website enquiries in the last four months, compared to the previous four months.
Agata Kawa is the marketing manager at Precious Cells BioBank
