Building the profile of a new fertility clinic through National TV and press coverage
Our reproductive health client tasked Beyond with raising the profile of its new London-based fertility clinic with a limited budget and timescale.
Client: IVF clinic
Achieved more than 20 pieces of top tier editorial coverage
Media highlights included the front page of the Sunday Express and interviews on Sky News and BBC Radio 4’s Woman’s Hour
100% of the media coverage featured the clinic’s name and 95% included one of the expert spokespeople
Our approach
Working within tight constraints, we identified that the clinic's use of AI-driven technology would strongly resonate with both the media and prospective patients.
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.
Outcomes
The campaign generated more than 20 pieces of coverage, including the entire front page of the Sunday Express, alongside national coverage in The Times, Daily Mail, The Sun and MSN.
Broadcast activity saw the clinic's experts interviewed on Sky News – including in-clinic filming – and BBC Radio 4's Woman's Hour, providing a platform to showcase both the clinic's innovative approach to IVF and the expertise of its clinicians.
Every piece of coverage prominently featured the clinic's name and highlighted its pioneering use of AI-driven IVF technology, while 95% included expert commentary, helping to establish both the clinic and its clinicians as leaders in innovative fertility care.
