NewGene, jointly owned by Newcastle Hospitals NHS Foundation Trust and Newcastle University, has developed advanced gene sequencing methods that not only reduce the time that women have to wait for the results of their gene testing, but also cut the costs associated with carrying out the test.
MHW was appointed to devise and implement an international media relations campaign for the launch of the new test. The target audiences were healthcare providers and cancer specialists in the UK and Europe as well as raising awareness in the UK among the general public.
A phased PR programme resulted in the generation of widespread, positive coverage of the scientific breakthrough, both online and via traditional media.
TV, radio and national newspapers, including The Daily Mail, all picked up on the scientific breakthrough. As well as mainline news outlets, the news generated extensive coverage in the international specialist media serving the health, oncology, genetics and medical science sectors.
In addition, specialist life sciences news wire services were also successfully used to distribute the story among foreign language media - and promoting the company's presence at an international biotechnology symposium.
The campaign attracted direct sales enquiries and interest in NewGene's laboratory testing services from UK healthcare trusts and medical organisations from further afield.
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