The Tonic helps turn patient confusion into a key primary care conversation for Lexacom
The Brief
Used by 60% of GP practices, British medtech firm Lexacom provides next-generation speech-powered products designed specifically for healthcare, spanning ambient AI, workflow management and digital dictation.
Lexacom appointed The Tonic to raise brand awareness among GPs and create content that would resonate with key primary care audiences.
The Response
The Tonic reworked an existing YouGov survey that had initially failed to deliver traction, and packaged the findings into trade and consumer angles to pitch across national and regional media. The lead story identified was that 89% of patients are baffled by medical terms.
A key element of the PR strategy was developing a thought leadership platform for Dr Andrew Whiteley, former GP and founder of Lexacom, establishing him as an authoritative voice on AI, health tech, GP workload and data privacy.
Ongoing, retained PR support included support for product announcements, case studies and creative campaigns, to sustain momentum and visibility.
The Results
An initial project, including the revitalised YouGov research campaign, reached an audience of 7 million. As a result of its success, The Tonic was commissioned on a retained basis and achieved a CPM of just 17p.
Coverage was secured in key healthcare publications, including:
- Practice Index
- Health Tech Digital
- Healthcare Business International
- Health Management
- Clinical Services Journal
- Med-Tech Insights
- HealthTech Newspaper
Byline features for Dr Whiteley appeared in:
- TechRadar
- Healthcare Leader
- Healthcare Today
- Building Better Healthcare
Case study outreach also generated national and trade coverage, including in The Scotsman.
In the client’s words:
“The Tonic take time to understand what we want to achieve, and deliver exactly what we need, challenging our thinking if they see an even better opportunity.
They have become an extension of our team, taking the time to understand our products, our people, and our tone of voice. They’re proactive, strategic, and genuinely listen and care.
Their ability identify what will resonate with audiences and turn data into engaging headlines transforms complex healthcare topics into PR that delivers results.”
Looking for a healthcare PR partner?
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