Our approach 
 
We developed a strategy with a two-pronged approach to target a primary audience (consumer) and a secondary audience (healthcare professionals, payers, and partners). We targeted consumer media to raise awareness of the failings in the way in which hypertension is managed, and a LinkedIn professional campaign. With continuous horizon scanning and newsjacking, we were able to ensure Aktiia was included in all conversations about hypertension and wearables. This in turn raised awareness and advocacy for Aktiia among clinicians. 
 
Our tactics included offering journalists Aktiia samples to try for themselves, which resulted in the company's highest sales week following a long review in the MailOnline. We engaged with social media influencers with a high following to review the device and share on their social channels. We also developed data-driven stories in response to new Aktiia research.