Media launch of most advanced bionic leg – Ottobock Healthcare

The first UK patient received a new prosthetic leg system ‘Genium’ and benefits of mobility and lifestyle communicated to broadcast and national media.

Media Safari’s Med-tech PR team coordinated the mass media launch of the world’s most advanced bionic prosthetic leg system from mobility experts Ottobock Healthcare. The Genium is the first in a new generation of intelligent, microprocessor-controlled leg prostheses that will redefine quality of life for lower limb amputees delivering the closest walking pattern to a natural gait of any prostheses available today.

Campaign objectives

  • To announce the first UK patient and to gain national print / broadcast coverage
  • To encourage news media to attend the launch to interview the patient and Ottobock Healthcare spokespeople
  • To demonstrate the key benefits of the new innovation including the ability to climb stairs leg-over-leg, walk backwards and stand on inclinations for long periods


Launch strategy and tactics
The launch event involved the first UK patient to receive a Genium leg system at a prosthetics clinic in Surrey. During the day the first UK patient demonstrated a range of movements that have never before been possible in prosthetics to broadcast and national media. National photo desks captured the images. Ottobock Healthcare technicians and a clinical prosthetist were also on hand to take questions and provide media interviews. The PR tactics included:

  • Media invitation – an invitation issued to national news, photo desks and reporters at key disability press. This was followed up with a highly proactive media sell-in in advance of the event to encourage attendance and coverage
  • The event – An event was coordinated at a prosthetics clinic where the media could hold interviews with the patient, his prosthetist and Ottobock technicians
  • Photo Call – Early in the day, Media Safari staged a photo call to capture the Genium leg in action and issued resulting images to all national picture desks
  • Press release – A press release announcing the launch was issued under embargo the day before to all national, broadcast and trade media
  • PR Newswire – On the morning of the launch, the press release was issued by PR Newswire to all tech and health news desks to increase Opportunities To See (OTS)
  • Social media – Social media channels including Twitter and Facebook provided a live feed of activities and images from the day


Results!

  • 60 pieces of coverage in national print, broadcast and regional titles within 48 hours
  • A total of 87 pieces of coverage in all in national print and broadcast media, trade, regional and consumer press with a total maximum reach of 53.7m and an advertising equivalent value (AEV) of £373,000
  • Five press photographers, three broadcasters and two print journalists attended the event
  • Six national print titles including The Daily Mail, Metro, The Daily Telegraph, The Daily Express and The Sun included the story
  • 25 regional titles included the news such as BBC South, BBC London, ITV London Tonight, ITV Anglia and the London Evening Standard
  • Online news coverage spanned the globe from Ireland to as far away as New Zealand

 

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