PR for healthcare provider the Musculoskeletal Partners Network (MSKPN), showcased its role supporting members through COVID-19.

This was due to the threat private physiotherapists faced, after their their services fell through the gaps of Government bailouts to counteract the impact of the UK’s COVID crisis.

Targeting national print and broadcast media, The Tonic led PR for the healthcare provider. It developed and issued media materials around the industry’s plight – with the MSKPN estimating that around half of private physio practices would close by June 2020 if action were not taken.

The results

Cut through was achieved with national media publications. Three case studies were sourced and pitched, with clear, compelling and differentiated news angles.

Standout coverage included a piece on Channel 5 News, a double page feature in The Times and the a full page in the Sunday Express print plus online editions. Sky News also featured case study interviews and the MSKPN brand as part of a feature examining the economic impact of coronavirus on the economy.

  • Reaching a total audience of over 40 million, 100% of the coverage was positive and included a brand mention.
  • The Tonic’s MSKPN activity achieved an industry-leading CPM (cost per thousand) of just 4 pence.
  • Client feedback was positive, and The Tonic was commissioned for further consultancy following the campaign

To find out more about Tonic’s expertise delivering PR for healthcare providers, please get in touch.