iDoctors
CASE STUDY (iDoctors): communication in the health care sector.
91 Publications (online, print, TV and radio)
THE CLIENT.
Mamazen is an Italian startup studio, founded in 2018, based in Turin, Italy, that focuses on conceiving, building and growing startups from scratch with a focus on the B2B and B2B2C market.
Unlike traditional incubators and accelerators, Mamazen develops only internally generated ideas. Each project stems from a structured process that starts with the analysis of market needs and ends with the construction of scalable business models. Startups are followed from the earliest stages through direct investment and comprehensive operational support, including product, technology, marketing, fundraising, and team building. Mamazen's model aims to reduce entrepreneurial risk while increasing the likelihood of success for new companies.
Its goal is ambitious: to found at least 15 high-potential startups by 2026, actively contributing to the evolution of the Italian innovation ecosystem.
Mamazen is also a Benefit Society, committed to generating positive social and environmental impact. Through its work, it aims to combine sustainable economic results with the creation of value for people, communities and the local area.
THE OBJECTIVES OF THE COLLABORATION
The goal of the collaboration between Mamazen and Disclosers is to position the Startup Studio as a promising and growing entity, highlighting its achievements in terms of economics-both of the Studio itself and of its startups.
This work began in 2021 and over the years has allowed them to increase their brand awareness and - as a result - also their brand reputation through relevant and constant coverage in business media, startups, and the verticals in which Mamazen's young businesses specialize.
In order to achieve these goals, a communication plan was developed by Chiara Guerra, PR Manager, together with Ingrid Paron, Senior PR Executive, involving the creation of not only press releases related to:
- launching new startups
- funding
- new appointments
with also the realization of Interviews and insights related to the dynamics of the startup world (positioning Mamazen's team as experts in the field) and on the verticals to which the different companies launched in the market belong.
THE GUIDELINES OF THE STRATEGY
The media relations activity developed for Increase brand awareness and brand reputation of Mamazen was based on a steady and targeted production of press releases and signature articles, organized along five strategic lines.
Each line of action responded to a specific positioning objective, enabling the construction of a coherent, multilevel narrative of Mamazen's reality: solid, innovative and impact-oriented.
1. Releases launching new startups
Dedicated to the presentation of the young companies born within the Startup Studio, these contents made it possible to concretely enhance Mamazen's activity and show its ability to generate real innovation in the market. Each launch was an opportunity to associate the Mamazen brand with high-potential entrepreneurial projects, thus strengthening its credibility and visibility in the relevant vertical sectors (B2B and B2B2C).
2. Corporate communications
Investment rounds, new appointments and corporate welfare initiatives were key tools to consolidate the Startup Studio's perception of solidity and strategic vision. These contents have helped to position Mamazen as a structured reality, capable of growing over time and operating according to long-term logic, nurturing the trust of media, stakeholders and potential investors.
3. Commentary releases
Through the production of commentary and analysis on current trends and issues, Mamazen has been recognized as an authoritative voice capable of interpreting the evolution of the startup ecosystem. This “thought leadership” approach has strengthened its role as a point of reference for journalists and industry insiders, generating over time opportunities for interviews, quotes, and spontaneous insights in major business and industry media.
4. Articles by signature and presentation of the Mamazen team.
Valuing the people who define the day-to-day work of the Startup Studio has enabled the humanization of the corporate narrative and the transfer of skills and vision through the stories of the professionals who are part of it. Signature articles and team profiles helped build a solid and authentic reputation, restoring an image of Mamazen as an organization founded on shared know-how, experience, and entrepreneurial culture.
5. Media alerts on solidarity initiatives of startups
The social impact activities promoted by Mamazen's startups have reinforced the Startup Studio's positioning as a Benefit Society and as an actor committed to generating value outside the economic dimension as well. This type of communication has helped to build a more empathetic connection with the public and differentiate Mamazen in the innovation landscape, emphasizing the consistency between mission and action.
RESULTS
This communication strategy made it possible to build an articulate and engaging narrative around Mamazen, which today appears as an established reality, a true reference point in the field of innovation and the startup world.
Effectiveness of Tier 1 coverage
Performance in major newspapers has been a key factor in the success of the communication strategy. The following table summarizes the presence of Mamazen and its initiatives in the major newspapers of Tier 1.
| Tier 1 header | Number of Outputs | Most successful themes |
|---|---|---|
| The 24 Hour Sun | 3 | Funding (closing holding), Entry of strategic figures (Tom Dare), Startup incentives |
| MF/Milano Finanza | 15 | Financing (holding companies and startups), Strategic appointments, Partnerships, Launching holding companies |
| Evening Courier | 8 | Launching holding companies and startups (Pelo Matto, Dino), Market scenarios, Founder interviews |
| Republic.co.uk. | 11 | Funding round, Key appointments (CEO Inpoi), Launching startups, Interviews |
| StartupItalia.eu | 13 | Funding rounds (holding companies and startups), Launches (Mad Hair, Deeva, Dino), Insights into the model |
| Startupbusiness.com. | 15 | Funding round, Launch of all new startups, Appointments and strategic partnerships |
| Forbes.co.uk. | 1 | Thought leadership, Advice for startuppers |
| Fortuneita.com | 2 | Input International Figures (Tom Dare), Strategic Insights. |
Tier1 publications obtained in include:
Milan Finance (12/23/2023)
Italy Today Seven (19.02.2024)
Corriere della Sera Turin (11.03.2024)
Econopoly (Il Sole 24 Ore blog)
Pambianco Food&Wine (01/05/2025)
Startup 105 (Radio 105 program)
The analysis of media coverage from 2021 to 2025 shows a clear and positive evolution in the perception of the company: from “promising new player” a “established institution and landmark” In the Italian startup ecosystem.
A communications strategy that is effective, consistent and capable of evolving with the company has proven to be a key asset for its growth, contributing decisively to building its credibility, attracting capital and talent and validating its operating model.
What can we do for your brand?
If our approach-which we share through all our channels-the results we achieve, our way of working, and the values that guide us resonate with your brand and the people who work in your organization, contact us.
We work alongside companies to build authentic and lasting media relationships through structured and targeted PR strategies. We can share dozens of case studies to show you concretely the impact of our work.
You can write to us at [email protected]
Or you can fill out our contact form by clicking on this button.
