markettiers4dc Credentials & Case Studies
Healthcare
Our role for brand ● Bring to life through broadcast communications brand and corporate messaging ● Ensure best use of fresh and existing collateral ● Provide ongoing consultancy and support ● Create and develop key themes / creative story-lining ● Secure extensive coverage within broadcast media
Our experience ● Over 18 years experience providing broadcast consultancy and coverage to the UK communications industry ● Over 16,000 items of editorial radio and online coverage generated last year ● O ver 70 live webTV shows and 100 hours plus of video produced last year ● Winners of New Media Age and Revolution Awards and shortlisted as Brand Innovator of the year at Marketing Week Engage Awards ● P R Week Award winners for Best Use of Broadcast and Best Live Brand Experience respectively ● F ive fully equipped broadcast studios incorporating down the line TV broadcast facilities ● Regional, national and international broadcast outreach ● Founding broadcast partner of the CIPR, Broadcast Partner PRCA, PR Week vodcast producer and IAB podcast partner ● Member of the IAB Video and Media Council ● Recognition of our success comes from more than 93% client retention
consultancy
broadcast approach On every project, regardless of size, the most appropriate members of the core team of 24 broadcast media consultants engage with the client to establish key aims and objectives and discuss potential issues and solutions. We then seek specialist input across the relevant sectors and specialists within markettiers4dc – the TV, radio and online media liaison teams; our digital and technical services department; and our audio/visual production unit to inform our strategy development. Most importantly, all those teams also have input in terms of the campaign creative. We will develop original angles to deliver the campaign objectives and capture the interest of the target media.
Production & Media Relations: ● Broadcast interviews (Radio, TV and online)
● Audio feature/podcast ● Video feature ● B Roll ● WebTV programming ● Competitions (Radio and online)
● Viral development ● Newsbites ● Outside broadcasts
through research above the line
editorial
our services ● Promotions ● Sponsorship ● Vignettes ● Live read activity ● Brand funded programming
● Story angle creation ● Consumer and B2B research (UK and Global)
● Online focus groups
facilities In-house production facilities allow us to create audio and video broadcast quality content quickly and cost effectively.
5 studios
3 edit suites
10 in-house production staff
case study allergan background
Following the largest clinical trial programme in chronic migraine, Allergan was gearing up for their announcement that BOTOXÂŽ had been licensed by the MHRA in the UK for prophylaxis of headaches in adults who have chronic migraine. It was the first license worldwide of BOTOXÂŽ for this indication, and also the first prophylactic (preventative) treatment to receive a specific license for patients with chronic migraine.
strategy
The sell-in to media was embargoed until final approval was received by both the MHRA and Allergan’s U.S. office. Given the indeterminate nature of campaign timing therefore materials and team needed to be on stand-by for the green-light to liaise with the media. markettiers4dc recommended the inclusion of various assets to ensure a robust package was presented to the broadcast media. This included access to representatives of The Migraine Trust and Migraine Action who could speak on behalf of the sufferers; to neurologists who could comment on the trials and effectiveness of the treatment; points to distinguish this launch against others that had been released earlier in the year and access to case studies who suffer from chronic migraine.
results
Post-embargo lifting, coverage ran across the radio network following studio interviews with Sky News Radio, local BBC and commercial desks including BBC Solent, BBC Surrey, Heart East Midlands and Radio Aire as well as in weekend news bulletins across BBC Radio 2 & 4. GMTV ran the story as an item in their bulletins using B-Roll footage to provide context. Website coverage has included BBC News online, Daily Mail online and NetDoctor to date. The total reach of the campaign was significant and totalled over 15 hours of airtime and demonstrated a fee ROI of 20:1.
Given the time constraints Allergan were working with on this particular story launch, and to ensure that news rooms had access to exciting visual content at the moment the news broke, it was crucial that content be collated in to B-Roll format. This content was then repurposed for appropriate online outlets also.
bbc news botox approved for the prevention of chronic migraine
mail online botox jab to the neck approved as migrain cure on the nhs
case study rosemont pharmaceuticals background
results
This campaign was one of markettiers4dc’s most successful ever. GMTV and BBC Breakfast each covered the story at least 9 times. There was further coverage on the BBC1 One O’clock News, Channel 4 and Channel 5. The total TV audience alone was 23+ million. The BBC News’ Health Unit created a package that ran right across the news on Radio 2, 4 and 5 and regional radio coverage was also achieved.
The campaign hinged on the release of new healthcare guidelines issued to medical professionals concerning patients ability to swallow pills. Patients/carers tend to crush pills or open capsules to make them easier to swallow, but this can be dangerous and even fatal. Many are unaware of the risks or of liquid alternatives to the prescribed tablets.
strategy
To achieve hard hitting coverage, we offered national TV and radio news the combination of Dr David Wright, who led the team developing the new guidelines, and a case study, Sarah Fairclough, whose grandmother had died of a massive heart attack after Sarah had crushed her heart medication just as her nurses had. It was a courageous decision to speak out publicly and help prevent others from feeling the sadness and guilt she has felt.
As a result hits on the Rosemont website increased by 2000%, the new Guidelines were downloaded at least 9,000 times and for Rosemont, November 2006 was a record month for sales of their liquid medication.
bbc evening news crushing pills 81% nurses crush patients’ mediciens bbc breakfast Dr. rosemary leonard gmtv
case study nhs blood & transplant background
NHS Organ Donor Register wanted to shout about their passing of 16 million mark on the list, but more importantly, passing the target set by Health Secretary, Alan Milburn in 2001, to double the 8 million people on the ODR by 2010.
strategy
Access to case studies whose lives had been hugely affected by organ donors enabled TV to be key within the broadcast strategy, both regional and nationally. Melissa Bell, mother to the recent winner of X Factor Alexandra Burke, was keen to be involved and was happy to have TV crew film her having her dialysis treatment which added to the appeal for national media. As we had two NHS B&T spokes available, we were able to conduct radio and TV interviews at the same time, with TV crews coming to markettiers4dc office to interview Lynda Hamlyn as Sally Johnson fielded the radio interviews. Radio interviews were crucial to securing mass coverage, the case studies were offered to their local stations whilst PCT stats about the number of people waiting on donor lists in each area gave the stations a strong headline.
express organ donation bid surpasses target
bbc news boy urges donors to ‘save a life’
results
The aim of the campaign was mass coverage – 279 pieces of coverage were secured across broadcast media. The 60 items of TV coverage – including BBC1, Sky News, 7 regional BBCs, 2 local ITVs and BBC News Channel – demonstrated the value of case studies. The story ran across all BBC radio stations, including BBC Radio 1, 2, 4 and 5. Overall the potential reach across radio was in excess of 44million. 33 websites ran the online editorial, with it featuring on the BBC Home Page throughout the day. The total cost of the campaign was less than £10k yet the ROI reached £1million.
the sun 1 in 4 join donor list
CASE STUDY MOORFIELDS EYE HOSPITAL BACKGROUND
With 50% of glaucoma sufferers in the UK still undetected, Moorfields Eye Hospital aimed was to position themselves as the leader in glaucoma treatment and also encourage people to get their eyes tested. Moorfields Eye Hospital used World Glaucoma Day to launch a revolutionary new screening test for glaucoma that was hoped to prevent blindness for millions of people worldwide.
STRATEGY
markettiers4dc was given access all areas to the new diagnostic equipment and the Glaucoma Unit at Moorfields Eye Hospital to create B Roll footage. The provision of this content to TV media stopped them needing to visit the hospitals themselves, therefore limiting the amount of crew impacting on the day to day of the glaucoma unit. Interviews were also conducted with Ted Garway-Heath, Head of the Glaucoma Unit, and a glaucoma patient being tested with the new equipment.
EXPRESS.CO.UK PIONEERING NEW SURGERY COULD SAVE YOUR SIGHT
RESULTS
On launch day the footage ran twice within the BBC London Today breakfast bulletins. The inclusion of this tactic greatly extended the reach of the campaign with the feature running across 14 websites, with a combined potential audience reach of over 100 million. Highlights included – BBC News, Channel 4 News, Daily Express, MSN, Saga and Over 50s. interviews were secured with IRN, LBC News 1152, BBC Radio Scotland, BBC South West and BBC WM.
CHANNEL 4 NEWS NEW SOFTWARE TO DETECT EYE DISEASE BBC NEWS TEST TO SPOT EARLY GLAUCOMA SIGNS
case study medtronic
incontinence background
The NHS estimates that between 3 and 6 million people in the UK have some degree of urinary incontinence, with “major faecal incontinence� affecting a smaller proportion of this number. Medtronic wanted to encourage people living with incontinence to seek proper diagnosis and treatment, not to suffer in silence and to demonstrate that there are treatments available for severe incontinence.
strategy
For something that is such a personal, sensitive and for some, embarrassing topic - targeting the public through the internet is an effective approach as it offers an interactive and anonymous platform to share information. Leader in medical technology Medtronic were able to harness the power of broadband and the worldwide accessibility of the internet to create a live, streamed, interactive Web TV programme which would create the platform to discuss key developments relating to incontinence and relevant medical technology, to their invited audience (potentially including GPs, health care professionals and more). Colorectal Surgeon Mr Andrew Clarke alongside Interstim patient Wendy Wakefield were the faces of the campaign – providing both the expert and patient / personal sides of this very sensitive issue.
50 connect take control of incontinence easier lifestyle embarassing health problems
results
This campaign was an awareness raising exercise, and with incontinence sometimes related to pregnancy and childbirth, obesity, weak pelvic muscles, diabetes, prostate cancer, bladder cancer or stones, neurological disorders and other factors. Targeted coverage was achieved on sites including 50 Connect, My Prime, eParenting, Family Health Guide, Female First and more.
supanet take control of incontinence
case study healthspan nutriprofile background
results
Npower commissioned markettiers4dc to conduct research to prove that the cold snap was a cause of family disputes and that the optimum temperature for the home – and also for family harmony - is 21C.
strategy To capitalize on the newsworthiness of the Winter Olympics, we advised that Eddy the Eagle - a man who knows more than most people about dealing with freezing temperatures - be the main spokesperson for the campaign alongside parenting coach Lorraine Thomas. A combination of radio and online video activity was recommended to enable npower to engage with its core audience of parents. An audio feature was also included in the strategy to maximize coverage alongside radio competitions offering parents the chance to win leisure vouchers to keep their kids entertained.
express.co.uk pioneering new surgery could save your sight
A total of 111 pieces of coverage were secured across radio and online, with key radio coverage secured on TALKSPORT, 97.4 Rock FM, XFM London, Kerrang National and Heart Nottingham. The online coverage was extremely targeted with content running across a number of parenting websites, as well as larger sites such as AOL, The Independent and The Sun.
channel 4 news new software to detect eye disease the body guide test to spot early glaucoma signs
if you require more information, please contact us Helen Moore - Managing Director helen.moore@markettiers4dc.com or Gina James - Account Manager gina.james@markettiers4dc.com T 020 7253 8888 F 020 7253 8885 A Northburgh House 路 10 Northburgh Street 路 London 路 EC1V 0AT