1) Who is the target audience? Who buys/uses the product? Is it consumer or clinician facing?
2) Does she have a content management strategy already in place?
If she sells to clinicians, and does not already have a content management strategy, her money is better spent on quality content evangelizing the results within the context of existing evidence-based research or relevant regulatory/financial context. Not sure if PR firms cover this.
If she sells (or provides a free product) to consumers, traditional PR may be more appropriate.