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Driving brand profile and sales through press office activity
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Our objective
Our client is one of the UK’s leading providers of remote sexual health testing. With public health contracts in over half of the country, they wanted ZPB Associates to reposition them as market leaders in diagnostics through an annual calendar of proactive and reactive media relations.
Beyond just brand positioning, our client wanted our activity to drive sales through direct-to-consumer PR, and business development through targeted activity. Key to this was eclipsing competitors and achieving a prominent share of voice.
Our approach
We worked with our client to develop a calendar of activity, built on product launches, awareness days and creative tactics that would hit the headlines.
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We put into effect ZPB’s full suite of press office tools, allowing us to stay ahead of breaking news and external campaigns. This, along with watertight reactive processes – gave us regular opportunities to ‘news jack’ and secure additional profile by responding to external stories.
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We also provided regular briefings and support for our client's medical directors so that they would be ready for regular media interviews across radio, TV and podcasts.
Key activities
- Launching a new national testing service and driving usage through regular earned media coverage. Challenging misconceptions and the need for more people to test.
- Thought leadership and opinion features. Placement of first-person pieces in prominent publications, discussing key topics.
- News jacking and reactive commentary. Achieving national coverage by offering key journalists insightful responses to breaking stories.
- Targeted media launches for new regional partnerships. Driving usage of new services and providing use cases for future business development.
- Data stories that hit the headlines. Using statistics to find new angles on key public health issues.
- Sharing powerful patient stories. Putting a human face on the public health problems our client can solve.
Outputs
433 pieces of high-profile media coverage.
Includes regular coverage in top-tier titles such as BBC News, Sky News and The Times; key consumer outlets including LadBible, The Sun and Metro; and important trade titles such as HSJ, Digital Health and Health investor.
Significantly more media coverage vs key competitors (78% and 72%).
Putting our client at the forefront of digital diagnostics.
25+ interviews for senior client spokespeople.
This includes ITV News, BBC News and Global Radio (Heart and Smooth FM) – providing the platform to profile expertise and insight.
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