Case Studies


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Announcing the entry of Elixir Medical Corporation in the Middle East

Backgound: Elixir Medical, a developer of advanced systems to treat coronary artery diseases, appointed Iris PR to announce the launch of the DynamX™ Coronary Bioadaptor System at centers of excellence in the Middle East. DynamX is an innovative device that enables physicians to treat a blockage of the coronary artery while freeing the artery to return to its normal function by adapting to vessel physiology.

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Challenge: : As it is a medical device, the work involved coordinating several approvals from Ministry of Health and the first hospital in the region that used DynamX

PR Tactics: Create an interesting story through the eyes of the first cardiologist in the UAE who performed a successful surgery using DynamX.

Work with the hospital and the Ministry of Health to obtain necessary approvals and issue the press release to target publications

Create a video of the surgery for social media assets.

Issue another release to regional media on Elixir’s entry into the Middle East cardiology devices market

Highlight Elixir as a thought leader through references to the increase in heart related ailments in the region and latest stent technologies and the unique features of DynamX

Results: Coverage was generated in leading publications in UAE, Kuwait, and Egypt like Al Ittihad Newspaper, Al Roeya Newspaper,, Al Bayan Newspaper, Al Khaleej Newspaper, Al Ghad Newspaper, and others. The news was also broadcasted in Dubai TV Emirates News.

To see the slide show presentation, please click on this link:

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IrisPR Dubai, UAE Public Relations