A Dual-Phase Approach to Launching AI-Powered Health Screening

When Desert Radiology launched Mammo Enhance Heart—an AI tool that screens for heart indicators during mammograms—the challenge was complex. We needed to explain an advanced medical technology while navigating the emotional sensitivities of breast and heart health. We moved beyond a broad press release to focus on deep, educational storytelling that built trust.

Our goal

Twofold Approach: solidify Desert Radiology’s reputation as an innovator in women’s imaging and drive tangible patient action (opt-ins) at six key locations across Southern Nevada.

Strategy

We developed a “quality over quantity” media strategy, prioritizing depth of coverage to ensure the medical message was accurate and actionable.

Controlled Narrative via Exclusive: We bypassed the “spray and pray” approach, instead securing an exclusive on-site feature with a top-tier reporter at NBC / CW Las Vegas. This ensured the complex technology was explained correctly to the community.

The “Re-Hook” Tactic: We avoided the “one-and-done” news cycle by re-engaging the media during Breast Cancer Awareness Month. By tying the heart screening technology to a major awareness calendar moment, we gave the media a reason to cover the story a second time.

The Halo Effect: The depth and quality of the initial coverage created a ripple effect in the market, prompting competitors like Channel 8 to cover the story, validating the technology as a market-wide news event.

The result

By focusing on educational storytelling rather than hype, we secured high-value coverage that resonated with patients.

92,807,352

impressions (via local and national syndication).

unique earned placements.

$880K+

in Total Earned Media Value.

Testimonials

I’ve had the pleasure of working with MassMedia for more than 10 years and they have helped us in so many ways, strategically and executing on multiple campaigns. Every meeting I have with them is exhilarating because they have so many creative ideas for how we can connect with the communities and customers we serve. It’s something that has impressed me for years.

I have been working with the MassMedia team for more than seven years. They are highly engaged, proactive and truly care about offering marketing strategies that address what we’re facing both as an organization and within the healthcare industry. The team is creative, attentive and truly a pleasure to work with.

I have had the pleasure of working with the MassMedia team for more than 6 years. From the very start, they showed a profound understanding of our services and a commitment to delivering quality work. In a world where marketing agencies often over promise and under deliver, MassMedia truly stands out. They don't just bring innovative marketing business solutions, they build metrics and tracking to ensure the campaigns yield results.

When I started my search for a new advertising agency in 2020, I wanted a firm who not only understood my vision but one that would execute that vision as a true partner. MassMedia has exceeded my expectations in both areas. They are a group of talented individuals with an unmatched ability to create impactful marketing strategies that work cohesively to drive our business forward.

When we were looking for a new PR partner, we sought to align our marketing team with a company that really would “get us.” From the start of our collaboration with the MassMedia team, it was evident that they are not your average PR professionals. Beyond professional achievements, the MassMedia team is a pleasure to work with – simply put, they get us. We are excited to continue our partnership with them for many years to come.

In our collaboration, MassMedia has consistently exceeded our expectations, bringing an unmatched expertise in public relations, marketing, community integration, advertising, and design. Their innovative approach has not only rejuvenated our brand presence, but also seamlessly integrated our business into the construction and design community, bolstering and creating invaluable relationships and avenues for growth and enhancing our customer base.

Discovery call

We can start right now. Simply complete a quick form and we’ll set up a discovery call to dive deep on your business needs.