Behind the scenes of a successful media campaign - one of our two finalist entries in Communique's Excellence in Media Relations

We are excited to be shortlisted in the Excellence in Media Relations category of the 2020 Communique Awards TWICE!

In this article - reproduced from a blog on www.mearnsandpike.com - we talk about what we loved about the launch of 670G for our friends at Medtronic.

The Minimed 670G insulin pump marks a significant advance in the treatment of type 1 diabetes thanks to the ability of the pump to automatically adjust the basal (background) insulin given to an individual based on constant readings from an accompanying continuous glucose monitoring (CGM) device.

The national launch of the innovation provided an opportunity not only to raise awareness of the technology but fuel discussion around CGM and access to this essential tool in diabetes management among the T1D community.

Using traditional media as a spark to encourage debate on social channels, we ensured that 670G was the talk among the T1D community. With exclusive broadcast coverage across the BBC network and a well-timed story with the Press Association we generated a campaign that reached the masses and our target patient population in equal measure.

Jon – What I loved about this project

“The best thing about this project was working with Laura and her mum Lynn. Laura was the first person in the UK to have the pump and she was brilliant at sharing her experience of what it was like to have diabetes as a teenager, about to go off to University. Together with her mum Lynn they not only told a great story but also helped others who came to them on diabetes forums with questions about the technology and their experience of it. A good case study always brings a story to life but this duo were the best!”

Kirsty – What I loved about this project

“It doesn’t always happen that a media strategy goes to plan but this one did - with a lot of hard work up front and ongoing liaison with everyone involved. I loved that the BBC got the story they wanted and the Press Association were able to post a regional story which went national before most journalists had finished their cornflakes.”