Tag Archives | technology

Is the future of healthcare devices wireless?

How can we deliver digital healthcare? Holdsworth Associates was asked to capture the outputs from a brainstorming workshop that brought together the healthcare, medical device and wireless communities.

We provided a scribe for each of the four strands of the workshop and collated the main points at the end of each session for the chair. These were used as part of the plenary sessions.

Holdsworth Associates produced a report after the meeting with minimal input from the speakers which captured the innovative thinking and created a tangible outcome for the participants.

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Creating research to drive PR

SureFlap is a microchip operated cat flap that only permits the resident cat to enter the home, keeping intruder cats outside.

The client wanted to raise the profile of its product with the national media, so we used research to create a story.

Strategy

An analysis of customers revealed that many had purchased SureFlap as they wanted a secure cat flap that would excluded unwanted visitors. Desk research showed that although little was known about the behaviour of cats it was known that home invasions caused stressed.

HA developed a research project with an animal behaviourist from the Royal Veterinary College to provide credibility for the results and then interested Your Cat Magazine in collaborating with a series of features aimed at raising awareness that home invasion caused stress for cats and this could be prevented by using a secure cat flap such as SureFlap.

Results 

  • Over 1,000 people completed the survey.
  • Analysis by HA with the behaviourist generated sufficient material for five features in YourCat Magazine.
  • The findings were launched at the British Small Animal Veterinary Association to a room of vets (key influencers)
  • Results were published in major veterinary publications
  • Radio interviews were secured on the BBC
  • Coverage was achieved in the pet trade publications and resulted in request for several articles
  • Coverage was achieved in the Independent, Daily Telegraph, Express, Metro

Client comment

 The 300% increase in turnover we achieved last year has enabled us to grow the team significantly in the past six months. Sales continue to grow both in the UK and abroad and we now have country managers in place to target the US and Germany. With sales also picking up in Australasia, we plan to have a local presence there too within the next six months.
– Dr Nick Hill, Managing Director, SureFlap Ltd

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Supporting start-ups to reach international audiences

Objective

Early stage company True Knowledge wanted to drive traffic to its new internet answer-engine, which uses Artificial Intelligence to directly answer the world’s online questions. It particular, it wanted to reach US media so, with a tight budget, a creative approach to media relations was required.

How we did it?

As all of our projects, we consulted the client and brainstormed ideas; together creating a story that illustrated how the technology worked. A PR campaign around ‘What’s the most boring day in history?’ succeeded in grabbing the media’s attention securing coverage around the world.

Results

  • Quarter page or more, stories in five national newspapers as well as coverage in the Sun’s News In Briefs section
  • National broadcast hits, including ‘Have I Got News for You’
  • Radio interviews with True Knowledge spokesperson on BBC Radio 5 Live and BBC Look East
  • More than 300 online mentions identified in 10 days
  • International technology blogs and websites ensured it reached a global audience
  • Discussions about the site in 10 different languages
  • US coverage in Time, US Trend News and American Banking and Market News, and was blogged about by the LA Times
  • Spike in traffic to the website and good engagement with the search engine

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