West Coast Addiction PR Team Eyeing National Expansion

06/30/2017 -ATIN - After helping establish some of addiction treatment's most ubiquitous brands, a West Coast public relations duo is looking to leverage expertise gained working with top names like Promises Malibu and Cliffside Malibu as it expands nationwide, with a particular eye toward tapping the East Coast's richest treatment hub, South Florida.

"This is natural for us, says Christine Soderbergh, a partner in the firm Keefer Soderbergh PR. Soderbergh will be working with independent Los Angeles PR operative Greg Ptacek, also well versed in addiction branding. Says Ptacek: "We are experts in building treatment brands in a booming medical sector where relatively few brands exist and the demand to help build them is growing. We see South Florida as a top target market."

Like so many in Los Angeles, Ptacek's roots are the entertainment industry. He worked publicity for years at Hollywood studios and thus learned to adroitly pull the levers of celebrity. It's a skill that Ptacek deftly plumbed when he was retained by Cliffside Malibu Treatment Center founder Richard Taite, and has been central to Cliffside's emergence as among the few center's that can claim global consumer addiction treatment branding - on a par now with such venerable names as Sierra Tucson and Promises Malibu. Soderbergh has also worked entertainment, but also has a lot of experience with healthcare clientele. She was part of a team that managed the PR campaign 10 years ago making Promises Malibu the name it is today.  Their pioneering PR work was key to the the acceptance of the luxury part of Promises' branding, and helped push the gradual merging of the spa (wellness) and high-end addiction care industries that has been a key business trend in recent years.

When Inspire Malibu was looking to distinguish itself from other high-end substance abuse facilities proliferating in the booming So Cal addiction hub, Ptacek sought to put the founder's addiction science bona fides front and center. Out of his efforts came Inspire founder and CEO's book "The Anatomy of Addiction: What Science and Research Tell Us About the True Causes, Best Preventive Techniques, and Most Successful Treatments." Inspire's Akikur Mohammad, M.D., is among the world's leading addiction medical practitioners and the book was published by no less than the Penguin imprint of Random House.

Ptacek and Soderbergh have collaborated for a long time now, notably with both Promises and Cliffside Malibu. And their work with Cliffside under its new CEO, veteran addiction industry exec John Peloquin. in many ways exemplifies where the future is heading for addiction PR. Says Ptacek "Cliffside's boutique brand is highly valuable, but acquisitions and growth strategies are taking the company way beyond boutique. This image integration and expansion effort is a whole new ball game on the PR front."

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