Internationally recognized specialist Alexander R. Shikhman, M.D., was opening the first integrative medical center in San Diego County to treat arthritis and related autoimmune disorders. Within a very short time frame, JHG Townsend built the story of the Institute for Specialized Medicine highlighting the coming together of "eastern" and "western" based medicine. The regional public relations campaign netted strong results including features and placements in San Diego magazines and news outlets. In addition, coverage was secured in the national publication Arthritis Today. Our work with the Institute also included media training for Dr. Shikhman in anticipation of print and broadcast interviews.