As PRGoeroes, we took on this challenge for MediKIT, a supplier of smart GP software. Not by sending technical product descriptions, but by sharing stories that reflect the real-life practice of GPs and are newsworthy for both healthcare media and tech media.
The challenge:
The founder of MediKIT is Pieter van Tiel, a general practitioner. He saw how clumsy the systems he was working with were and felt that things needed to improve. His plan for MediKIT was born. MediKIT is innovative, fast-growing, and does things differently. But how do you ensure that the media sees this in a world full of medical software solutions?
Our approach:
We are committed to a PR strategy that focuses on relevance, recognition, and surprise. This resulted in planned PR moments such as:
-> The introduction of automatic mail processing as a pilot project
-> The hiring of notable new colleagues, such as developer Thimon
-> The link between MediKIT and Nedap
-> The broader impact of digital innovations on workloads in general practice
We approached carefully selected media outlets: from healthcare journals to tech platforms, business media, and news platforms.
The results:
- More than 29 online publications
- An estimated media value of €343,300
- A reach of more than 16.9 million readers (excluding offline publicity and publications behind a paywall)
- First publications on platforms where MediKIT had not been published before
- Positioning as an innovator in general practice
Through substantive stories and a consistent PR approach, MediKIT became visible as more than just a software supplier. MediKIT shows that it is a party that truly understands what general practitioners need and dares to innovate. From one of many to an authority in healthcare technology.
We are proud of this collaboration and the effect that strategic communication can have in a sector that is constantly changing.
