Oxford Fertility leads the world in fertility breakthroughs, yet this was not reflected in the media. we put in place a series of PR announcements to ensure Oxford Fertility Unit secured high-profile coverage and an
increase in patient enquiries. For example:
National attention at a crowded conference
Six days before a fertility conference I turned medical papers into stories to capture the imagination of the UK public, and timed the release to hit in advance of the conference. This led to coverage of more than 30 articles, including stories in every national paper, with many broadsheets running two articles.
Beating the competition
A competitor once tried to claim a medical first, when in fact it had already been achieved by the Oxford Fertility Unit. We responded quickly, approaching couples with care and sensitivity, to be case studies for selected journalist contacts. My sharp media response ensured that it was Oxford Fertility Unit sitting on the BBC Breakfast couch the next morning – not it’s competitor.
Connecting with communities
When the Unit opened a satellite clinic in Reading, I created an announcement that connected with the interests and issues in the local community – ‘West Berkshire gets its own IVF clinic.’ This personalised approach secured coverage in every local print and radio outlet, reaching 212,095 people.
Celebrating 30 years and 10,000th birth
To celebrate its milestone, Oxford Fertility organised a reunion. Linking the two key figures, calculating equivalent populations, finding case studies and pitching to the right media at the right time, enabled the clinic to achieve coverage across all media including – lead story for two days on BBC Oxford, ITV meridian, Oxford Times, Oxford Mail, Families and Cotswold Life.
The first baby of its kind
As part of a worldwide trial, Oxford Fertility enabled the UK’s first baby using NGS screening. Working closely with the clinical team, the couple were sensitively approached to participate in PR activities. The announcement was timed to maximise coverage – coordinating across media and avoiding NHS strike days. The story appeared in every national broadsheet titles, regional media including BBC South West and BBC South. This coverage led to expected inclusion within a BBC Documentary.
Cutting through the noise of a Conference
Just before a European fertility conference, it emerged that Oxford Fertility had an interesting piece of research being displayed on a poster. Working closely with the medical team, the research was summarised in plain English and pitched into known key media. The story was published ahead of the conference in The Daily Telegraph, The Daily Mail, The Times and more than 400 online articles.
Healthy Reputations 