MiRò Comunicazione: when health meets innovation

Milan, August 2025 – In the complex landscape of healthcare communications, MiRò Comunicazione has built a solid reputation as an agency specialising in the pharmaceutical and healthcare sector. Milan is our base, and healthcare is one of our specialities. We combine advanced technology, regulatory compliance and strategic communication to help pharmaceutical companies, foundations and start-ups that want to make a difference to grow.

The evolution of the pharmaceutical and healthcare sector

MiRò’s journey in the healthcare sector is a story of progressive specialisation and adaptation to the unique challenges of a highly regulated market. We understand that communication in the pharmaceutical and healthcare sectors requires a particular approach, where every message must be scientifically accurate, ethically responsible and compliant with the sector’s stringent regulations.

Our strategy is based on a multidisciplinary approach that integrates traditional public relations, advanced digital marketing and specialist expertise in regulatory compliance. This combination has enabled the agency to successfully manage complex projects, from the launch of innovative medical devices to the communication of scientific research, always in compliance with the rules imposed by the health authorities.

Eroxon: innovation and compliance

The launch of Eroxon is one of our most emblematic case studies: we brought the first non-prescription medical device for erectile dysfunction to market, revolutionising the approach to a problem that affects millions of men. The main challenge was to promote the product while complying with the strict rules of the Ministry of Health, which requires prior approval of all communications and prohibits unauthorised claims.

MiRò developed a particularly effective indirect communication strategy, generating interest and curiosity on the subject without ever exceeding the limits imposed by the regulations. We positioned the product among the trending topics at the time of launch, demonstrating how it is possible to create buzz while complying with regulations.

A distinctive feature of the campaign was the collaboration with the University of Pavia to support scientific research on male issues related to sexuality. The study highlighted men’s reluctance to talk about these issues and the possible consequences for relationships, providing a solid scientific basis for product communication.

The launch events involved prominent opinion leaders such as Prof. Emmanuele Iannini, Dr Rossella Nappi and Prof. Flavio Antonio Ceravolo for press conferences and debates, with the participation of representatives from pharmacies to discuss the potential of the device. The press office and media relations activities allowed the product to be talked about as a novelty in the sector, highlighting the advantages of a minimally invasive and easily accessible device.

Nutrivel: personalisation in digital health

Another innovative project managed by MiRò was the launch of Nutrivel for Giuliani Pharma, a product linked to the world of supplements and probiotics that can be personalised through a structured digital process. The project is developed in two steps: an online questionnaire on lifestyles with personalised formulation of the supplement, followed by urine tests for an even more targeted mix and a dedicated diet plan.

The launch strategy included press tours and press conferences in Milan, with journalists involved in practical tests and experiential activities such as the creation of a terrarium, used as a metaphor for the microbiota. This innovative approach made it possible to make complex concepts related to intestinal health and the personalisation of treatments tangible.

We also organised incentive events for employees, with team-building activities such as the construction of a vertical garden, and developed personal seeding strategies with targeted sending of kits and materials to influencers and stakeholders in the sector.

Mutagens Foundation: integrated communication for research

Our partnership with the Mutagens Foundation is an example of integrated communication in the scientific research sector. MiRò handles all aspects of the foundation’s communication, from the press office to website and social media management.

A particularly significant element was the reorganisation of the website’s news section with a view to search engine optimisation, with structured, authoritative and easily indexable content. This approach has significantly increased the foundation’s online visibility and positioned it as an authoritative source in the Italian scientific research landscape.