healthcare

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 15 years experience providing broadcast consultancy and coverage to the UK communications industry ● Over 22,000 items of editorial radio and online coverage generated in 2009 ● PR Week Award winners in 2007 and 2008 for Best Use of Broadcast and Best Live Brand Experience respectively ● Five fully equipped broadcast studios incorporating down the line TV broadcast facilities ● Founding broadcast partner of the CIPR ● PR Week vodcast producer and IAB podcast partner ● Member of the IAB Video and Social Media Council ● Recognition of our success comes from more than 93% client retention ● Broadcast partner to the PRCA ● Winner of the NMA Effectiveness Award 2010 for our work with Prudential

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 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 moorflieds 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

if you require more information, please contact us E info@markettiers4dc.com T 020 7253 8888 F 020 7253 8885 A Northburgh House 路 10 Northburgh Street 路 London 路 EC1V 0AT