Launching the St Mark’s Institute for Bowel Disease
We were tasked with launching the new St Mark’s Institute for Bowel Disease – a revolutionary new Institute set up by St. Mark’s Hospital and the St Mark’s Hospital Foundation whose purpose is to work towards a future free from the fear of bowel disease.
• Showcase the St Mark’s Institute for Bowel Disease as a world-leading research centre, carrying out cutting edge studies and procedures.
• Ensure media attendance at the launch evening of the St Mark’s Institute.
• Generate widespread coverage within consumer, health and national press for the launch of the Institute.
• Secure social media messages of support from high profile celebrities with a link to Bowel Disease
• Boost awareness of Inflammatory Bowel Disease.
Originality and creativity
To introduce a new Institute to the media, we planned activity surrounding the launch itself, we brought to life life-changing cutting edge research and we worked on educational and interesting feature ideas surrounding bowel disease.
Our focus was on destigmatising bowel disease, raising its awareness in the media and showcasing St Mark’s previously unpresented world-leading research.
Bowel disease is a niche subject matter and one that the media can shy away from, yet it affects millions of people. Therefore, with features such as ‘Getting to the Bottom of Inflammatory Bowel Disease’ we creatively made this relatable to the reader, whilst sticking to one of St Mark’s key objectives of education.
Strategy and implementation
In the first instance, we ensured media attendance at the launch of the Institute at the Serpentine Gallery, with key target journalists present on the evening from the Daily Mail, NetDoctor and Woman’s Health to name a few.
We also contacted a number of celebrities who have a link to Bowel Disease to ask them if they could post messages of support on the launch of the Institute on or around the event.
Following the launch, we continued to secure coverage opportunities, working closely with the doctors, specialists and research leads at the St Mark’s Hospital.
One strand of our strategy was to use specialists to help produce credible, engaging and based features. We used the seasonal hook of summer and bloating to secure significant interest and coverage on the Institute to raise its profile in the consumer sector.
We also worked closely with the St Mark’s experts on a reactive basis, monitoring the news agenda for mentions of bowel disease.
One area previously unexplored by St Mark’s was case study placement. This required us to consolidate research findings, case studies, doctors and journalists to ensure the final press coverage reflected the messages of St Mark’s and presented it as a global leader in the field of bowel disease.
Results and Evaluation
Overall the launch of the Institute was very successful with 7 high profile journalists attending the launch event. We achieved substantial coverage on the launch and on the Institute and its current research and developments in target publications such as the Mail on Sunday, the Daily Express, The Telegraph Online, NetDoctor and Cosmopolitan Online. We also secured significant celebrity tweets from celebrities such as England Rugby Player James Haskell, Television Presenter Matthew Wright and son of Celebrity Chef Rick Stein, Jack Stein.
Mail on Sunday