As a bespoke, boutique PR firm, Capwell is dedicated to illuminating the life-enhancing benefits of venture-backed healthcare and consumer wellness brands.
Over the past decade, Capwell has achieved award-winning results taking clients from startup through exit via acquisition or IPO. If you are looking to positively change your brand's positioning, awareness, reputation, or valuation, come have a conversation with us.
PR Agency of Record for the Refractive Marketing Group for nearly a decade.
Product PR for Allergan's Eye Care Division.
Agency of Record for the Cardiovascular Group. Conducted award-winning FDA approval campaign on the world's first artificial heart.
Orchestrated Hollywood Awards Show campaign, positioning Blink Tears as the No. 1 choice for preservative-free lubricating eye drops.
Corporate communications and presence marketing for BNY Mellon Wealth Management, West Region.
National publicity campaign landed product placements and features in People, Shape, OK!, Glamour, Fitness, Family Circle, to name a few!
The keeper of the world's biggest brand was first to sign on to Capwell's client roster and stayed there for more than a decade. Kimberly Capwell served as media relations director and spokeswoman for the Olympic Torch Relay, while her firm managed PR for the Coca-Cola Foundation and launched several brand extensions, including Diet Coke with Lime.
PR Agency of Record 6 years and counting for this field-based complex care provider group.
Used the power of consumer PR to help secure Medicare reimbursement for the world's first premium intraocular lens (IOL).
Corporate and product PR for the world's first continuous glucose monitor.
Agency of Record for this VC-backed optometric startup. Strategic positioning, corporate and product PR.
Capwell was tapped to lead the PR effort for this COVID-19 national charitable donation effort saluting frontline workers. #WeSTANDwithYou
National consumer publicity campaign for this mass CPG brand positioned Dr. Teal's epsom salts, body lotions, and creams as the go-to choice for value-conscious consumers.
Agency of Record for 15+ years for the world's leader in tissue heart valve repair and replacement products.
Strategic positioning and corporate PR for this sustainable construction and design innovator.
Agency of Record for the global leader in artificial intelligence (AI) eye screening technology. Strategic positioning in advance of FDA approval for the EyeArt AI Eye Screening System.
Agency of Record for the world's first and only prescription lenses that add a contoured prism to bring the eyes into alignment to relieve headaches, neck/shoulder pain, and eye strain when using digital devices.
Helped this startup give Barbie a run for her money with a PR campaign achieving 100+ million impressions with features in The New York Times, the Today Show, and Oprah, to name a few.
International PR campaign for Guinness' Win Your Own Pub in Ireland contest.
Agency of Record for Canada's largest chain of hearing clinics. Strategic positioning, brand awareness, and influencer relations.
PR campaign for the first water brand with a “net-zero” carbon footprint changed the bottled water environmental paradigm.
Agency of Record. Multiyear, national PR initiatives increased awareness for the very first all-laser LASIK procedure; award-winning “Reality LASIK” campaign with Kristin Cavallari introduced LASIK to a new generation.
PR support for the national Green Flag Tour spanned more than 7,800 miles to bring the excitement of IndyCar racing to fans nationwide.
Agency of Record. Saw this company from startup, through IPO, and ultimately to acquisition by Abbott Medical Optics.
Agency of Record. Competitive positioning, corporate PR, and product publicity for the Hydrus ® Microstent minimally invasive glaucoma surgery (MIGS) device.
Strategic corporate viability campaign following competitor acquisitions that left Lensar the sole independent laser manufacturer in the femtosecond laser space.
Multiyear campaign successfully transitioned balloon angioplasty from a “promising therapy” to a “viable alternative,” to the “superior method” for treating heart attacks, as compared to drug therapy.
Agency of Record. Placed Lynx Grills on the pages of the nation's top magazines and helped raise awareness among consumers and industry influencers alike.
Launched the Merck/Merial Manual for Pet Health Home Edition with spokeswoman Joan Embry via national publicity tour.
Agency of Record. Developed “Stand Up Strong” campaign to rally for stroke recovery, sparking a nationwide movement during National Stroke Awareness Month.
National consumer media relations campaign for Pharmavite's entry into the herbal supplement market.
Strategic brand positioning and dedicated trade PR initiatives kept this cataract surgery medical device top-of-mind for ophthalmologists worldwide and led to acquisition by Alcon.
Long- and short-lead holiday gift guide coverage for Oral-B's children's line of dental products.
Agency of Record. Strategic positioning and corporate PR for the nation's leading parcel management company.
Strategic positioning and corporate PR for this microbiome company and the first and only DNA-sequenced Medical Probiotic for type 2 diabetes.
Agency of Record for the West Coast leader of workspace strategy, office furnishings solutions and custom architectural products, and strategic partner of industry stalwart, Haworth.
Agency of Record 7 years and counting. Front-page New York Times feature established Prolacta as the world leader in human milk nutrition. Strategic positioning, corporate comms, brand PR, and influencer relations.
Agency of Record. Strategic positioning, corporate and product PR for the VisAbility Micro insert for the treatment of presbyopia.
Strategic positioning and award-winning publicity campaign for conductive keratoplasty (CK) turned this medical startup into a top medical breakthrough. Honored by PRWeek for “Consumer Campaign of the Year” and “Healthcare Campaign of the Year.”
Clinical trial PR support for this startup medical device company. Secured front-page feature stories on the new technology nationwide.
From FDA approval of the world's first toric intraocular lens (IOL) to promotion for the implantable contact lens, employed award-winning PR strategies to raise consumer awareness.
Capwell directed the multimillion-dollar PR account for the world's largest airline for nearly a decade. Launched Shuttle by United, and introduced “ticketless travel” and the 777 jetliner.
Agency of Record for 4 years. Saw this VC-backed medical device manufacturer from startup through acquisition by Alcon.
The “Wham-O Invasion” campaign to celebrate the 40th anniversary of the Hula Hoop and Frisbee reached 900 million consumer impressions through PR and set two Guinness World Records in Central Park.
We listen before we speak. So when we speak, we engage, persuade, and change the conversation.
With simplicity and clarity, the right words and images can change minds and inspire action.
A singular focus on strategic positioning creates clear market differentiation to positively change perception, reputation, and valuation.
We partner with clients who share a common mission: To elevate wellness and change lives for the better.
Kimberly Capwell leads change. She is a trusted adviser to the CEOs, executive teams and boards who rely on her strategic vision and counsel to achieve measurable change for their organizations. She is also a respected change agent who left the big-PR-agency track and founded two successful PR firms, smashing the walls of the big, brick-and-mortar agencies with the introduction of a virtual model long before it was en vogue. Ranked among the nation's top PR executives, Kimberly is the multiple recipient of the industry's most highly regarded awards for strategic communications, health care marketing, consumer product PR and media relations. The South Dakota native got her start as a country music radio DJ who brought a tri-state ratings landside to the station. Today, she is a wellness devotee and daily yogi with a recent obsession for swing dancing.
“When it comes to media relations, Capwell's impressive personal connections reflect a who's who among the media elite. The firm helped us raise brand awareness and interest among consumers and industry influencers alike and put Lynx Grills on the pages of the nation's top magazines.”
- Brian Eskew, Lynx Grills
“In a word: unparalleled. We turned to Capwell for strategic positioning and key messaging for our early-stage medical device company. They delivered beyond expectation, with strategic insight and decisive direction, and helped carve a new category for us in an overly crowded marketplace. Kimberly made the entire process enjoyable and she is a pleasure to work with.”
- Sue Petrella, ReShape Medical
“From the front page of the Wall Street Journal to the New York Times and back, Capwell comes up with PR strategies that make headlines every time. After working with Kimberly for nearly a decade at several companies I've run, I can attest to the kind of award-winning, national PR results that her firm faithfully delivers - time and time again. You cannot hire a bigger firm and get better results.”
- Mitchell Campbell, Refractec
“Kimberly offers the complete package of creativity, experience, expert knowledge and energy. Add in her undeniable passion for the craft, and Kimberly is the model for communications excellence. From concept to final output, she consistently delivers a winning product.”
- Steve Chesterman, Abbott Medical Optics
“I have worked with Capwell for over 10 years across multiple companies. I have tapped into their expertise for many different types of assignments including: product branding, procedure naming, professional and patient messaging and consumer PR. Capwell brings energy, expertise, and ingenuity to each and every project. Kimberly is one who can not only think strategically but also can execute flawlessly, on strategy.”
- Lauren Kanner, Partner, Square1
“Kimberly is one of the best communicators I have worked with in my professional career. Her ability to gather the support from upper management is equally as valuable as her ability to deliver a crisp message to the outside world.”
- Brad Barnes, trueAnthem / Socially Engaged
“Kimberly is the consummate PR professional. She always brings fresh ideas to the table and has significant depth of experience in the healthcare space that is invaluable. On top of that, she is a pleasure to work with.”
- Amanda Fowler, Edwards Lifesciences
“I have known Kimberly for more than a decade and her expertise in PR is unmatched. She is a wonderful person and great business partner who can fully leverage the ever changing media landscape and consistently brought us out of the box ideas.”
- Matt Smith, Advanced Beauty Systems