Babyscripts is a Washington DC-based startup recognized as an Obama administration Champion of Change in Precision Medicine. It is a groundbreaking mobile platform connecting moms and their OBGYN practitioners, delivering a precision medicine solution to pregnancy. Babyscripts provides a Mommy Kit for expectant moms which includes a digital scale and blood pressure monitor and an accompanying app. The kit is now in use with patients in healthcare systems around the country.

Red Cup received early traction on the Babyscripts account with an article in Forbes and also short profile pieces in industry journals. The customers for Babyscripts are not mothers, but instead hospital systems, administrators and OBGYN practices that would benefit from the platform, so we had to dig deeper than general interest magazines and websites. We have a database of more than 14,000 journalists that we use every day, and regularly access Meltwater’s database of about 300,000 journalists. We research journalists by looking at their interests, whether they have written about the topic before, and if they have done profile pieces in the vertical. Babyscripts coverage would turn on its effort to introduce its program hospital system by hospital system. It is a “user adoption” story of uptake, and a success story of a real-world use of precision medicine.

Our campaign focused on industry publications like Medscape and MedCity News that appeal to physicians and medical professionals. We have also assisted with editorial on opinon/editorial articles that we have circulated to editors. Babyscripts’ principals have attended several high-level conferences, most notably HIMMS (Healthcare Information and Management Systems Society), and Red Cup provided media support by contacting journalists at that conference and others to invite them to meet with Babyscripts principals and create media coverage.

Podcasting is an effective way to reach a niche audience. Red Cup secured a series of interviews for Babyscripts’ founders on podcasts and radio programs that have audiences of doctors, hospital administrators, and medical professionals.