About Dr. Lauren Ramsey
The BAT™ Shield, created by Dr. Lauren Ramsey and licensed to Burlington Medical, marks a significant advancement in radiation safety for healthcare workers. Burlington Medical, known for its lightweight, high-quality lead aprons, leverages its expertise to bring the BAT™ Shield to market, addressing critical gaps in traditional radiation protection.
Inspired by her experiences as a breast cancer surgeon and the loss of a colleague to radiation-induced cancer, Dr. Ramsey developed the BAT™ Shield to mitigate the heightened cancer risks faced by specialists in high-radiation environments. Studies reveal that these professionals, particularly women, face up to three times the risk of breast cancer.
The BAT™ Shield offers superior protection for vulnerable areas such as the breast, axilla, and thyroid. Its lightweight, ergonomic design ensures comfort and mobility, making it a practical addition to standard protective gear. Launched during Breast Cancer Awareness Month in October 2024, the BAT™ Shield redefines safety standards, providing essential defense for healthcare providers in radiation-rich settings.
Billion Online Readership
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Their Challenge
Industry Skepticism – Healthcare professionals and institutions may hesitate to adopt a new product, especially when it involves safety and protective equipment. There may be doubts about the efficacy and necessity of the BAT™ Shield compared to established solutions.
Awareness and Education – There may be limited awareness about the specific risks of radiation exposure and the advantages of the BAT™ Shield. Educating healthcare providers on these issues is essential for successful adoption.
Building Trust in a New Product – Gaining trust and acceptance for a new product, particularly one related to safety and health, requires overcoming established practices and skepticism.
Our Challenge
The launch of the BAT™ Shield in October, coinciding with Breast Cancer Awareness Month, presents a challenge due to the tight timeline. With the campaign kicking off in September, there’s limited time to coordinate all elements, from media outreach and influencer partnerships to content creation and event planning. This compressed schedule puts pressure on the team to execute a comprehensive PR strategy quickly while maintaining quality.
The short timeline may restrict the opportunity to conduct in-depth research or secure optimal partnerships, potentially affecting the overall impact of the launch. It’s crucial to prioritize the most impactful activities and balance the urgency with effective execution to ensure the campaign resonates with the target audience and achieves strong visibility.
Building Awareness, Adoption, and Leadership for BAT™ Shield in Healthcare
- Raising Awareness and Education: Build broad awareness of the BAT™ Shield across the healthcare sector, particularly among healthcare providers, administrators, and safety officers, by educating them on the risks of radiation exposure and how the BAT™ Shield offers a life-saving solution.
- Driving Product Adoption: Position the BAT™ Shield as an essential piece of equipment for hospitals, clinics, and medical practices that prioritize the safety and well-being of their staff. The campaign will aim to secure endorsements, recommendations, and partnerships with healthcare institutions and professional organizations to accelerate adoption and boost awareness of Burlington Medical.
- Highlighting Dr. Lauren Ramsey’s Leadership: Establish Dr. Lauren Ramsey as a leading voice in healthcare innovation and occupational safety. This will strengthen trust and credibility around the BAT™ Shield while drawing attention to her story as a female physician dedicated to advancing safety standards for healthcare workers.
- Maximizing Media Coverage: Secure feature articles, interviews, and media appearances in healthcare, technology, and mainstream outlets to reach both professional audiences and the general public. This will help build recognition of the BAT™ Shield as a groundbreaking product and generate momentum for its launch.
- Generating Impact During Breast Cancer Awareness Month and Beyond: Leverage the October launch timing during Breast Cancer Awareness Month to create an emotional and impactful connection between the product’s benefits and the health risks it addresses, amplifying its visibility and resonance.
Positioning BAT™ Shield as a Revolutionary Solution in Healthcare Through Strategic PR and Targeted Outreach.
We executed a strategic public relations campaign to amplify the launch of the BAT™ Shield, focusing on expanding brand awareness and highlighting its innovative impact on healthcare. Our efforts included:
- Targeted Outreach: We developed press releases, pitch letters, and media FAQs tailored to health, wellness, tech, medical, and lifestyle outlets, ensuring broad media coverage.
- Compelling Storytelling: By emphasizing the BAT™ Shield’s revolutionary technology and safety benefits, we positioned it as a game-changer in radiation protection, reinforcing its role in improving health outcomes and shaping the future of healthcare.
- Media Engagement: To enhance credibility, we compiled a targeted media list and coordinated interviews, showcasing testimonials and insights from Dr. Lauren Ramsey and other medical professionals.
- Content Development: Created media-ready content featuring quotes and accolades to support storytelling and outreach efforts.
- Coverage Reporting: Provided monthly comprehensive coverage reports to track media engagement and campaign impact.
- Educational Initiatives: Educated B2B and B2C audiences on the BAT™ Shield’s benefits in reducing radiation exposure, emphasizing its importance in enhancing safety and efficiency in medical practices.
- Media Placement Strategy: Focused on securing earned media placements and feature stories around the BAT™ Shield and Dr. Lauren Ramsey to build long-term brand visibility and legacy
This multifaceted approach ensured a successful launch, driving awareness and establishing the BAT™ Shield as a vital innovation in healthcare safety.
Our Results
DPM secured high-profile media placements for the BAT™ Shield and Dr. Lauren Ramsey, achieving prominent features in leading business, news, trade, women’s, health/wellness, and lifestyle outlets. Dr. Lauren Ramsey was so happy with the three-month program that she extended it for another month. This comprehensive media outreach not only enhanced the brand’s visibility but also sparked increased consumer interest, leading to a measurable rise in product sales and Dr. Lauren Ramsey’s recognition.
Key placements included in the four-month campaign included Fox News, Foxnews.com, WFAA-TV (Dallas), CBS Pittsburgh, Newsweek, PopSugar, First for Women, Best Life Magazine, Healthcare Brew, MSN, Imaging Technology, Health Imaging, and AARP Magazine.
In addition, her PR program helped boost her Instagram reach from 3,461 to 16,424, a 336.45% increase and DPM entered the BAT™ Shield in the 2025 Modern Healthcare Innovation Awards for 2025, and the product was an award honoree!
A Word From Our Client
"Partnering with DPM is a set up for success! Their personalized approach to PR, along with their clear communication, creativity, and dedication, truly exceeded my expectations. Their expertise and guidance helped to elevate my brand and product, allowing us to reach new heights!"
Dr. Lauren Ramsey
Media Coverage
