Getting a light therapy lamp into Vogue

Scope

Media relations, influencer relations and spokesperson management for Carex and Compass Health Brands, covering the Day-Light Sky therapy lamp and AccuRelief drug-free pain relief.

Challenge

Medical devices almost never earn consumer press. They are reviewed in trade titles, sold on clinical specification, and photographed like equipment, which is exactly how shoppers then think about them.

Carex needed its products to be read as aspirational wellness objects rather than clinical equipment, in a home health market crowded with brands making the same functional claims.

What we did

Crier pitched A-list contacts across health, lifestyle and trade media and concentrated on landing one thing first: a named expert recommendation in Vogue.

That single placement did the work of a campaign. In categories like this editors look to see who else has vouched, and the Vogue recommendation seeded an editorial chain that ran for a year afterwards.

We secured Dr. Norm Shealy as a media-facing physician voice to carry the clinical credibility, and as larger bloggers moved to paid posts we pivoted deliberately to authentic micro-influencer reviews rather than paying for reach that reads as advertising.

Results

21 placements across 17 outlets, reaching a combined monthly online audience of more than 650 million.

Coverage spanned The New York Times and Wirecutter, Vogue, HuffPost, Prevention (which recommended the products three separate times), Bustle, Apartment Therapy, The Cut, Woman’s Day and Forbes.

Why it held

The mix is the point. Wirecutter and Prevention answer “does it work,” while Vogue, The Cut and Apartment Therapy answer “does it belong in my home.”

A home health brand needs both, and the second is the one it almost never gets.