the worst migraine in l.a. - a pr stunt

The Worst Migraine in L.A.

A PR Stunt By Robert Moss

LinkedIn

We used to live in Los Angeles

My dentist wanted to speak with me about a new opportunity

He wanted me to help market his migraine relief treatment

Many people get migraines due to temporomandibular joint (TMJ) disorders

His treatment cost patients between $3,000 and $4,000

And wasn’t covered by most health insurance

And he didn't want to spend a lot on marketing

Los Angeles is a stressful town

Filled with people with huge headaches and lots of money

My solution

A publicity stunt that would get a ton of attention

And just as important, create a database of migraine sufferers who need his help.

We’d search for

We’d search for

THE PERSON WITH THE WORST MIGRAINE IN LOS ANGELES.

And we’d treat that person for

A stunt like this is made for local TV news.

“Think you got the worst migraine in L.A.?”

“Dr. <name withheld> wants to know about you. And to help you get rid of your migraines.”

“And he’ll do it for free.”

We’d direct people to send us their migraine stories through a new website.

We’d direct people to send us their migraine stories through a new website.

Build a database of migraine sufferers.

We’d direct people to send us their migraine stories through a new website.

Build a database of migraine sufferers.

Interview the most promising candidates.

Then choose two or three to treat for free, and video tape their personal stories along with their treatment.

In a few months we’d have our “Worst Migraine in L.A.” success story, and get it back on local TV news, YouTube, and our own website.

Then start calling back all the people in his database of migraine sufferers.

Plus we’d field calls from new prospects coming in from the follow-up story on the local news.

The results

My dentist wasn’t ready for something this big and it never happened.

Thank you.

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Photos courtesy of:

Aaron Harvey Hollywood Sign

sj_sanders Dentist

Deborah Leigh Migraine Barbie

Eric Allix Rogers TMJ

Andrew Magill Bank roll

Thomas Hawk Insurance Sign

Joe Shlabotnik Killer coin sign

Juliana Coutinho Eye

Stuhillphotography Search helicopter

Alan O'Rourke Free sign

Al Pavangkanan News van

Kris Krug Big fish

Thank you