Public Relations

Regent Medical

McCann was briefed to communicate the benefits of the market leading surgical gloves to purchasers and influencers within the health service.

It was recognised that direct communication could play a key role within the overall programme.

This is an audience sceptical about advertising and poorly served by good general medical magazines.

McCann Erickson hit upon the idea of developing its own magazine called ‘Theatre Matters’. It was designed to engage with customers and stakeholders at many levels. The full range of gloves was promoted through imaginative editorial. The key areas of interest in relation to the use of surgical gloves were covered as were general interest stories (e.g. behind the scenes at Holby City). This created a real editorial feel and made the magazine highly engaging for the audience. Theatre Matters was overtly Biogel branded.

In addition, the magazine was used as a vehicle to interview and build relationships with key stakeholders and this in turn allowed us to illustrate the relationships built with key bodies to the primary audience.