PROJECT DESCRIPTION Health Discovery Corporation (HDC), a molecular diagnostics company, set out to launch MelApp – an image-based iPhone app that assists in the early detection of melanoma and directs users to nearby physicians for proper medical attention. It charged Trevelino/Keller to bring the app to investors, partner physicians and consumers. First creating a social and online presence, T/K deployed an aggressive media strategy to select national biz, health, technology and mobile media and bloggers, in addition to distributing several media announcements via a global wire. This resulted in regional, national and international media attention, and a rank among the top grossing Healthcare and Fitness apps in nearly 50 countries within its first two months. Additional tactics such as app reviews with mobile bloggers, managing Facebook Advertising, and seeking partnerships with groups such as the Melanoma Research Foundation, have assisted in MelApp’s successful early adoption worldwide.