A recap of a PR stunt I came up with back when we lived in Los Angeles.

1. The Worst Migraine
in L.A.
A PR Stunt
By Robert Moss
LinkedIn

2. We used to live
in Los Angeles

3. My dentist
wanted to
speak with me
about a new
opportunity

4. He wanted me to
help market his
migraine relief
treatment

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

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

7. And wasn’t covered by
most health insurance

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

9. Los Angeles is
a stressful town

10. Filled with people
with huge headaches
and lots of money

11. My solution

12. A publicity
stunt that
would get
a ton of
attention

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

14. We’d search for

15. We’d search for
THE PERSON WITH THE
WORST MIGRAINE IN
LOS ANGELES.

16. And we’d treat
that person for

17. A stunt like this is made
for local TV news.

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

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

20. “And he’ll do it for free.”

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

22. We’d direct people to send us
their migraine stories through
a new website.
Build a database of migraine
sufferers.

23. 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.

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

25. 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.

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

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

28. The
results

29. My dentist wasn’t ready
for something this big
and it never happened.
Thank you.
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30. 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