PR Case Study for Rice Cosmetic Surgery – PicoSure Canadian Launch
Ongoing Media Relations
2014-2015

Rice Cosmetic Surgery was the first plastic surgery clinic in Canada to introduce the innovative PicoSure Tattoo removal. As the PR agency of record for Rice Cosmetic Surgery we handled the media relations outreach to promote this new technological advancement.

Phase 1 – We wrote the initial release about the new technology with a focus on tattoo regret and the fact that with PicoSure, tattoos could be effectively erased with fewer treatments, better results and minimal discomfort. The release was distributed to media in all platforms including traditional (television, radio and print) and social (online media outlets, bloggers and web series).

We took images of patients having the PicoSure tattoo removal procedure done and shot some video footage for use on social media. The footage was also used in news coverage.

Phase 2 – For breast cancer awareness month in 2014, we convinced Dr. Rice to offer free radiation tattoo removal throughout October. A second release was written and distributed to all media outlets informing the media of this initiative. As this campaign was so successful, it was reintroduced in 2015 with a revised release that focussed on patient experience from the previous year.

As the first plastic surgeon in Canada to introduce PicoSure for tattoo removal, Rice Cosmetic Surgery received widespread media attention and was featured in such outlets as Elevate, The Toronto Sun, 24 Hours, NOW Toronto, The Kit, CTV News, CBC-TV, Canada AM, BT Toronto, CBC French TV, OMNI TV, Newstalk 1010, What She Said, 680 News, Huffington Post Canada, Anokhi Media, The Loop, Among Men, Dainty Girl and the web series COMINKS to name a few.

The media relations efforts were very successful and resulted in 45,071,208 media impressions.