The Launch of MOLLI Surgical

PR & Marketing Success Story

Putting the MOLLI Innovation on the Map

A wire-free localization technology for breast cancer surgery

MOLLI provides breast cancer patients with a better experience over traditional wire and other lesion localization options; the new device helps surgeons remove lesions more efficiently with accuracy and specificity.

When this medical device startup needed to introduce MOLLI to breast surgeons and radiologists, we put them on the map by earning more than 3x the visibility of the other wire-free solutions on the market.

MOLLI Highlights

Take a peek at some of the standout accomplishments JONES delivered for MOLLI Surgical

Media Coverage for Days

Watch this mash-up video showcasing some of the news coverage JONES secured to support the launch and tell the story of how MOLLI is making things brighter by making things simpler.

Launching Like a Rocket

We love a good, informative webinar. Check out this webinar JONES created to launch MOLLI to radiologists and breast surgeons who attended the ASBrS Annual Meeting.

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Why we understand this market so well

The JONES team includes two breast cancer survivors with very different stories. They bring an intimate understanding of that patient perspective to their work.

Read Kristin's story

Kristin’s story:

In early 2019, JONES founder Kristin Jones went in for her annual routine mammogram, something she had already been conscientious of doing due to a family history of cancer. But she anticipated it to be just that: routine.

Instead, it found an abnormality the size of pea. So small she couldn’t feel it when doing a self-exam, but cancer nonetheless. That began her journey through all that breast cancer brings: fear, questions, decisions and wondering what her body would be like when all was done.

“I would have been the perfect candidate for wire-free localization technology,” she says, but did not have that option. Having chosen a lumpectomy, coupled with radiation therapy, she remembers not truly understanding what the localization procedure and wires would be like until the day of her surgery, when she had to have the localization procedure completed in one building, then make her way, wires protruding and feeling half-dressed, to another location on the campus for surgery. “It was exhausting and disruptive,” she remembers.

Today, two years clear, she knows that experience will always be with her. As a business owner, she would have loved the control and flexibility offered by wire-free localization technology, and it has increased her passion for sharing what she knows to help other women in a similar situation.

Read Wendy's story

Wendy’s story:

Creative director Wendy Biernbaum could have chosen a lumpectomy, but her situation led her to make a much different decision than Kristin’s. Only 35 when she discovered a rock-hard lump under her arm, and having lost her father to cancer, Wendy wanted to be sure all of the cancer was gone. She credits another advancement in breast cancer treatment with helping her feel confident about her outcome. “My type of cancer (HER2/neu) is usually an aggressive, fast-growing cancer, but within the last 10 years, some amazing human developed a targeting therapy called Herceptin.”

By using this targeted immune therapy alongside chemotherapy before her double mastectomy, she says both the lump she initially found and the cancer cells identified in a lymph node through other scans were undetectable by the time of her surgery.

Even with a full mastectomy, however, surgeons had still marked the site of the tumor with guide wires, and Wendy understands how valuable a less cumbersome method could be during the already traumatic experience.

“You’re awake for so much of that stuff, and it’s scary and painful,” she says. “Anything that can be made easier on someone during that time is worth it.”

High-Quality, Valuable Content

MOLLI Surgical needed help creating quality content that resonates with their audience. Through extensive industry research and interviews with customers, breast surgeons and radiologists, we developed a content strategy that consisted of a series of lead magnets that were distributed across multiple channels, including LinkedIn, Twitter, email and paid search campaigns.

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We’ll Get You Talking with the Media

For MOLLI Surgical, we leveraged our media relationships to secure multiple interviews each month for the company’s executives, and secured numerous feature articles in industry publications, reaching radiologists, breast cancer surgeons and other medical device decision makers.