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

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 particularly wanted to reach the US media so with a tight budget a creative approach to media relations was required.

Strategy

We brainstormed with the client and together created a story that illustrated how the technology worked.  ‘What’s the most boring day in history?’ succeeded in grabbing the media’s attention securing coverage around the world.

Results included

  • Quarter page or more stories in five national papers
  • National broadcast coverage including ‘Have I Got News for You’
  • Radio interviews with the client on Radio 5 Live and BBC Look East
  • Page 3 coverage in the Sun ‘News in Briefs’ section
  • More than 300 online mentions identified in 10 days
  • US coverage in Time, US Trend News and American Banking and Market News, and was blogged about by the LA Times
  • Discussions of the release in 10 languages
  • International technology blogs and websites ensured it reached a global audience
  • Traffic to the website and interaction with the search engine
The most boring day of the 20th century

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Personalising investments to achieve media results

Generating media interest with investment stories - CIC Congenica

When generating media interest in investment stories, adding human interest can make them relevant to key audiences.

Objective

Cambridge Innovation Capital, was to announce a £1million investment in the start-up company Congenica, a spinout from  the Wellcome Trust Sanger Institute. Congenica, has developed a  diagnostic engine for Whole Genome Analysis, which provides new insights into rare genetic disorders. Although not a treatment, it would allow patients and their families to be better informed about their conditions and pave the development for improved therapies.

Both CIC and Congenica required coverage of the announcement to support  their respective aims

Strategy

The technology being developed by Congenica was complex and the funding amount, although substantial for Cambridge, was not significant for city papers.  The strategy therefore focussed on the human impact of the investment and what it would mean to families to gain a diagnosis and hence a prognosis.

Holdsworth Associates sourced patient case-studies and quotes from patient support groups and experts to build a story.

This approach gained coverage in wide range of media and enabled journalists from different disciplines to understand the potential of the technology.

Working closely with key journalists ensured that the story was covered sensitively and all the key messages were communicated effectively.

Outcomes

  • Extensive coverage on major online news sites, including Daily Mail Online and ITV News, and on over 100 regional news sites.
  • Regional print coverage across the country, including Eastern Daily Press and front page on Business Weekly.
  • BBC Look East report comprising recorded segment and a live interview with Dr Tom Weaver; the recorded piece was also available to view online as part of their Health News story (available here as of April 2017).
  • Interview with Tom Weaver broadcast on BBC Radio Cambridgeshire.
  • Interview with Al Jazeera to gain international coverage.

Some of the publications in which coverage was achieved included:

  • The Journal of Precision Medicine
  • Personalised Medicine
  • Drug Discovery World
  • Drug Target Review
  • Engineering and Technology Magazine
  • Labmate UK
  • Laboratory News
  • Manufacturing Chemist
  • Financial Times
  • Fortune
  • Scrip Intelligence
  • The Guardian
  • The Herald
  • The Telegraph
  • The Times
  • Angel News
  • Belfast Telegraph
  • Bio IT World
  • BioSpace
  • Business Weekly
  • Cabume
  • Cambridge Independent
  • genomeweb
  • Labiotech
  • News Medical
  • One Nucleus
  • pharmaphorum
  • Pharmafile
  • Pharmiweb
  • Science Business
  • UK BioIndustry Association
  • Yahoo Finance
  • Muscular Dystrophy News
  • Nature
  • BBC Look East
  • BBC North West Tonight
  • BBC Radio 4
  • BBC Radio Cambs
  • Innovate UK
  • ITV News
  • Cambridge News
  • Cambridge TV
  • City AM
  • Clinical Lab Products
  • Closing Circle
  • Computer Weekly
  • Digital Health
  • Eastern Daily Press
  • Heart FM
  • Fierce Biotech IT / Fierce Diagnostics
  • Front Line Genomics
  • Metro
  • MSN UK
  • PE Hub
  • Pharmafocus
  • PharmaTimes
  • unquote
  • BioPortfolio
  • Biotech and Money
  • Digital Media Net
  • Driven by Health with Care
  • Expert Review of Precision Medicine and Drug Development
  • Innovation Nexus
  • insider media
  • Iowa Science Interface

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Gaining profile with investors

Objective

Cambridge company CBL had developed a new technology that could spray dry vaccines, allowing them to be stored at room temperature without the need for refrigeration. The technology had huge potential, but the challenge was how to reach and influence high net-worth individuals and encourage them to invest in a new vaccine technology.

Strategy

Holdsworth Associates developed a campaign that would reach the hearts and minds of potential investors. A story was developed based on a ‘developing world first’ market strategy.

It showed how the technology could save the lives of 10 million children within the existing aid budgets by removing the wastage in current vaccine programmes. The minister for overseas development was persuaded to speak on the subject.

An animation was created for use by the broadcast media and to explain the technology to investors.

Outcome

Widespread international exposure, including extensive coverage on the broadcast news programmes. As a result CBL attracted the largest ever Angel Syndicate (high net worth individuals) and millions of pounds of funding.

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