Medscape, Inc.
Medscape had just launched an online medical journal to challenge the Journal of the American Medical Association (JAMA) and the New England Journal of Medicine (NEJM). As the company's head of public and investor relations, David Fluhrer was charged with promoting Medscape's ability to publish peer-reviewed medical research in a record 39 days - versus 6 to 24 months for the print competition - and won coverage in The Wall Street Journal and other media venues. In only a short period of time, Medscape's fledgling journal was being mentioned in the same news articles as JAMA and NEJM.