Case Study

Project Overview

Founded in 2021, MdDAO was born from the collaborative initiative of individuals with a diverse and complementary set of combined expertise in the fields of healthcare, marketing, and technology. Through the collective efforts and vision of its community, MdDAO will design and construct the premier metaverse in the area of health & wellness by improving access to care, opening doors for innovation, and making healthcare more equitable overall. 

Opportunities for insights and discoveries in the area of health & wellness will emerge through this democratic process. Transactions on the MdDAO metaverse, as decided upon by the DAO, will include — but are not limited to — virtual property, events, and services. A medical utility token (MedV) will serve as the preferred transactional token on the metaverse, and will be complemented by a “healthy habit” rewards program to further drive adoption in the virtual and physical worlds. This unique interplay between the MedV token with health, wellness, and the metaverse will shift healthcare towards an enhanced patient-centric interaction, opening doors to a multi-dimensional experience for healthcare patients.

The project’s vision is to develop a platform where healthcare consumers and medical professionals can interact and collectively reimagine the future of healthcare in the metaverse. How can we gain true insight into the healthcare experience, and how can this be translated into improved access to care, engagement, and health equality? By taking advantage of a DAO, the project will be able to harness the collective knowledge and innovative thinking of medical experts, healthcare professionals, patients, and other individual users involved. 

MdDAO will address the shortcomings inherent in our current healthcare system, as well as design and construct a more personalized approach to health & wellness. The release of membership NFT tiers was the critical first step on a path to redefining how health & wellness can best be delivered and experienced.

The Problem

The founders of MdDAO, Helene Blanchette, Stephen Tang, Dung Trinh, and OG Arabian Prince — a visionary tech entrepreneur and founding member of the Rock ‘N’ Roll Hall of Fame group N.W.A. — contacted Otter PR prior to the whitelist of their project. This was done for the purpose of generating interest and launching the first DAO (decentralized autonomous organization) to integrate health, wellness, and the Metaverse with “a big splash,” in Prince’s own words. 

Through our discourse with MdDAO’s founding team, it was mentioned that clearly communicating its membership NFT tiers, as well as how those tiers presented an unparalleled opportunity to reimagine the future of health and wellness, was a key factor.

How to Lose a Billion Dollars in the Metaverse and Other Mysteries of Web3, yahoo.com

The Strategy

The strategy Otter PR embarked on involved working with MdDAO’s founders and tech team to redesign the mddao.com website, develop a launch campaign for the organization and its platform, and assist in the campaign’s implementation. For our efforts to succeed, we communicated to the clients the necessity to lead with the celebrity status and recognition of OG Arabian Prince, who would serve as the face and voice of the launch. 

To garner interest and take advantage of media opportunities, Otter PR prepared a press release to distribute in correlation with the launch, and then disseminated it to various media outlets under an embargo period. In the interim, we prepared several ghostwritten feature articles to provide additional media coverage and placements. In addition, we leveraged the name recognition of several entities MdDAO was working with including Nvidia, Epic Games, and Nouslogic Telehealth, as well as renowned doctors at the University of Southern California and the University of California-Irvine.

Business Impact (results)

Otter PR was able to secure an exclusive interview with MarketWatch to announce the MdDAO whitelist launch prior to the press release. Over the next four days, MdDAO was featured in numerous media and outlets from Yahoo! Finance to MSN, NewsNation USA, Rock The Bells, and HYPE Magazine. 

Overall, our strategy was able to provide MdDAO with over 385 pieces of coverage in four days, and expose the organization to an audience size of over 1.3 billion spanning several continents including North America, France, and India. Presently, Otter PR is continuing to tell MdDAO’s story as the project builds out its planned metaverse, and as the organization communicates with its over 1,000 whitelist subscribers when NFT memberships will be available for sale.

Exclusive memberships are being offered as NFTs with associated governing benefits, as well as a robust list of exclusive perks and VIP privileges. MdDAO’s community members are given the unique opportunity to contribute and vote upon key aspects of the design, functionality, and direction of the first decentralized health and wellness metaverse.

Mark Kaley

Mark Kaley

Mark Kaley has over 15 years of experience consulting with large and small businesses providing management, marketing, and business consulting services. An entrepreneur at heart, Mark is an advocate for small businesses and possesses a passion for storytelling. His repertoire of experience is diverse, including well-knowns such as Amazon, Inc., and The Walt Disney Company, a national presidential campaign, and small businesses such as 3D Eye Solutions, Inc. and The ExtraHelp Channel.

Publicist

Mark Kaley

Mark Kaley

Mark Kaley has over 15 years of experience consulting with large and small businesses providing management, marketing, and business consulting services. An entrepreneur at heart, Mark is an advocate for small businesses and possesses a passion for storytelling. His repertoire of experience is diverse, including well-knowns such as Amazon, Inc., and The Walt Disney Company, a national presidential campaign, and small businesses such as 3D Eye Solutions, Inc. and The ExtraHelp Channel.

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