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Calvin Klein
Dr. Mitchell S. Roslin
Dr. Mitchell S. Roslin of Maimonides Hospital in Brooklyn, is a surgeon who specializes in a life saving surgery called gastric bypass (or more simply stated, obesity) surgery. Obesity surgery is not a new concept, but what has changed is the technology and a better understanding of gastrointestinal physiology which has made operations safer to perform. Dr. Roslin came to KD&E looking specifically for local television coverage for this particular surgery, which is often the only hope for morbidly obese men and women.
Because this project dealt with very detailed medical procedures and terminology, the PR team worked with Dr. Roslin on educating themselves on the subject of obesity, on the specifics of this procedure and on the pros and cons of the operation. Afterward, a targeted pitch effort was launched on all local NY TV outlets, from specialty medical and ethnic programs to the medial producers of all local news stations. WABC Eyewitness News immediately responded to the pitch and agreed to do a two-part feature on Dr. Roslin and a particular case on which he was working. Since WABC insisted that they get the story as an exclusive, we were forced to decline any additional coverage that was offered.
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