Helping the Company that “Cares Like Family” Embrace First Responders

Dynarex, a medical supply company that sells PPE, infection prevention products, and durable medical equipment, was looking for ways to grow market share and customer loyalty within the first responder community. Rosica created and executed the “Dynarex First Responders Caring Award,” which recognized EMT, EMS, Police, and Fire personnel from around the U.S. for their heroism, untiring dedication, compassion, and commitment to others. We partnered with first responder associations and media to secure nominations nationwide and recognized six regional finalists and one national winner at EMS World Expo, a high-profile first responder tradeshow.

This signature program generated hundreds of entries from first responder squads and units across America. It also generated a volume of high-profile publicity, with nearly 80 media placements in mass and trade media (police, fire, EMS/EMT, medical supply) and in winners’ daily newspapers. Powered by the authentic marketing communications/PR program – and without any trade advertising or increase in annual budget – we helped grow year-over-year sales by 23%. Notably, previous year’s divisional sales were flat.