The launch of the UK’s first dedicated weight loss surgery clinic, The Sudbury Clinic
In celebration of the opening of the UK’s first dedicated weight loss surgery clinic, PHA were briefed to develop a campaign to launch the new clinic to the national, consumer, regional, industry and broadcast media, prospective and current patients of Streamline Surgical and stakeholders.
To launch the clinic to all media contacts across the national, consumer, regional, industry and broadcast media highlighting the clinic as the first of its kind in the UK and promoting the key messages of the clinic.
Co-ordinate interviews with the Streamline Surgical team during relevant topical news stories surrounding obesity and obesity related illnesses.
Use real life case studies as examples of the success seen by past patients of Streamline Surgical.
Plan and host a launch event celebrating the opening of the clinic
Originality and creativity
For the initial media launch of the clinic, PHA organised a launch event for local and industry media, a selection of Streamline patients, stakeholders and the Streamline Surgical team hosted within the grounds of the new clinic.
In the build up to the launch, PHA organised exclusive features with the Mail on Sunday and ITV London News. The Mail on Sunday were the first to announce the launch of the clinic and the news team from ITV London spent an afternoon filming at the clinic for an exclusive news feature. For both the news hook was that the clinic was the first of its kind in the UK.
In addition to the launch event, PHA also organised and hosted the Streamline Annual Summer Tea Party which celebrates the success of patients within the grounds of The Sudbury Clinic.
During the Tea Party, PHA arranged for six case studies to be interviewed and photographed for an exclusive feature in the Mail on Sunday’s YOU Magazine to celebrate the launch of the clinic and highlight the work of the Streamline Surgical team.
Strategy and implementation
PHA sourced suitable marquees for each of the launch events as well as food and drink and decorative features as well as marketing collateral.
Bespoke E-invites and press releases were sent to contacts across the national, consumer, online, regional, industry and broadcast media.
PHA co-ordinated and managed the set up, dressing and smooth running of both launch events taking into consideration the requirements for bariatric patients.
Ongoing management and placement of successful weight loss case studies within all aspects of the media.
Ongoing expert commentary within the media surrounding obesity related news reports for the Streamline Surgical surgeons.
Results and evaluation
The campaign was extremely successfully in launching The Sudbury Clinic to the media, Streamline Surgical patients and stakeholders. Coverage of the new clinic featured in an array of publications including Mail on Sunday, YOU magazine, Mail Online, ITV London Tonight, Harrow Observer, Bariatric News and Hospital Management. Further features surrounding Streamline Surgical, the surgeons and case studies were also included in a number of publications including Daily Express, The Sun, Good Housekeeping, Company, Essentials, Prima, Take it Easy, Bella, Fabulous magazine, BBC News, Sky News as well as many regional pieces
PHA showed a real understanding of our business through the launch activity for The Sudbury Clinic. The opening of the clinic was a real success with the PHA team operating seamlessly at all stages.