Impress: Launching a healthcare brand to the UK market
OBJECTIVES:
Impress specialises in invisible orthodontics with a new philosophy that combines health with aesthetics and the best of traditional orthodontics with state-of-the art technology.With an established brand presence throughout Europe, Impress needed to reach new UK audiences following initial clinic openings, so was looking for a PR partner to help spearhead brand awareness and build credibility and trust As a fast-growing tech start up, Impress relied heavily on VC funding rounds to support its operations. Making sure investors and industry stakeholders had visibility of Impress and its strengths and successes would be key.
STRATEGY:
Following an in-depth brand immersion, Full Volume developed an ‘always on’ PR strategy with the aim of securing high quality pieces of press coverage in relevant media titles. The strategy included expert positioning, delivered via weekly media mailers positioning key spokespeople as experts in the field of cosmetic dentistry and oral health, and review - working to a targeted media outreach list and managing treatment reviews with high profile journalists and influencers.
An ongoing proactive and reactive press office incorporated seasonal hooks, regional support including managing clinic launches, developing and implementing an awards programme, promoting business news and CEO profiling.
RESULTS:
During 2023, Full Volume PR secured widespread media coverage for Impress dramatically increasing brand awareness for the business. This included:
More than 300 pieces of influential press coverage for Impress in highly relevant media titles
86% of coverage included at least two brand key messages, with 92% share of voice across all pieces.
Highlights included coverage in Grazia, Mail Online, Forbes, Cosmopolitan, Maria Claire, Prima, TechCrunch, Telegraph, Men’s Health, Stylist, Daily Express, Huffington Post, Closer, Metro and City AM.