One of The Tonic’s most successful data stories, mining Medichecks’ records to develop a creative PR story for national media
To position Medichecks as a leading blood test provider, healthcare comms agency The Tonic interrogated the company’s proprietary data to pinpoint newsworthy data stories. By accessing Medichecks’ records, which covered 40,000 data points, The Tonic identified a strong editorial data story. This was that vitamin D levels among Brits rose by almost one third during summer 2020.
With sunshine a major source of vitamin D, The Tonic cross referenced the findings with Met Office weather records. The healthcare communications agency found that the UK enjoyed an average of just one additional hour of sunlight between May and September 2020, compared to the same period in 2019. It suggested that sunshine wasn’t a major contributing factor to the nation’s Vitamin D boost.
In collaboration with Medichecks’ in-house doctors, it was agreed that the increase could be attributed to the impact of COVID-19, which saw an influx of people working from home and the introduction of furlough.
Amid a consistently negative news agenda around COVID-19, the idea that the ‘new normal’ could have a positive impact on health was well received by the media.
Results of this as a data-led PR story:
- 230 pieces of coverage across regional, national and trade – including syndications via Reach and Press Association
- Titles covering the data story included The Daily Express, Daily Mail, AOL, Daily Mirror, London Evening Standard and Yahoo News and many more
- An estimated reach of more than 335 million
- Medichecks’ spokesperson was featured in 100% of coverage
The Tonic is skilled at scrutinizing proprietary and owned records for clients, in order to tease out data stories that will deliver compelling and creative PR angles that will pique the interest of national media. To find out about our track record in delivering these kind of campaigns for healthcare PR clients, take a look at our case studies.