Driving the news agenda with insight-driven media outreach
Our reproductive health client tasked Beyond with building the profile of a new London-based fertility clinic. Within the constraints of a limited budget and timescale, we were challenged to raise awareness of the clinic’s expert clinicians and cutting-edge approach.
Our approach
We identified that the clinic’s use of AI-driven technology would strongly resonate with both the media and the public. We centred this at the heart of the campaign, positioning the clinic as pioneering a game-changing approach to IVF.
To help communicate the complex tech and science to a lay audience, we secured two of the clinic’s leading clinicians as spokespeople, thus also providing an opportunity to showcase their expertise. Plus, we secured a case study patient with an unusual and emotive story, to highlight the human impact of next-generation IVF technology.
We developed a strategic media relations campaign, perfectly timed to align with the government’s drive to promote AI. This included setting up exclusive interviews with print, television and radio to maximise the quality of coverage.
Outcome
The campaign generated more than 20 items of coverage, including the entire front page of the Sunday Express. The clinic’s experts were interviewed on Sky News - including in-clinic filming - and BBC Radio 4’s Woman’s Hour, generating full features with extensive message dissemination. Further coverage appeared across a range of high-profile media outlets, including The Times, the Daily Mail, The Sun and MSN.
Importantly, 100% of the media coverage featured the clinic’s name and focused on the use of AI technology, thus aligning the clinic with a pioneering approach to IVF. Furthermore, 95% of the coverage included one of the expert spokespeople, helping to raise their profile among potential clients.
“The technology is incredible. It is like a miracle.”
IVF patient