Before initiating the PR programme, KISS spent time immersing itself in the space in which Taymount operates. This included understanding Taymount’s offering and patient journeys – crucial to successfully identifying key PR opportunities. We used this insight to identify the best touchpoints for each audience group, as well as to map out the target media KISS should approach.
We generated a number of thought-provoking and engaging articles to raise awareness of the importance of good digestive health and to position Taymount as a leader in its field. We also developed a strong bank of case studies, which could be used for media interviews and press releases.
Next we created and implemented a calendar of activity, which included key events throughout the year. We used topics that were hot on the news agenda to produce credible, newsworthy copy that would raise awareness of important issues related to gut health.
On the back of KISS’s media relations, Taymount was approached by Channel 4 News, which requested an informative feature on FMT, and interviews with the co-founders of the clinic, for its digital news channels. As the popularity of the digital feature continued to increase, Channel 4 included the feature in its 6pm news.
In total, Taymount generated 22 press articles, one broadcast, six blogs and 19 social posts, reaching more than 184 million people across consumer publications. Coverage included: Metro, The Daily Mail, The Sun, The Daily Mirror, The Daily Express, Vada, New!, Woman’s Weekly, The People Magazine, Your Healthy Living, Veggie, Natural Products, The Health Site, Nutra Ingredients and NetDoctor.
We generated significant traffic to Taymount’s website. Over the last year, Taymount has seen a 23 per cent increase in new users to its website, while the bounce rate has decreased by an average of eight per cent, particularly from referral traffic where it has decreased by nearly 20 per cent. In particular, we saw a 45 per cent spike in website traffic when the Taymount Clinic was mentioned in an online Metro article online regarding stool donors.
We developed and executed a micro-influencer campaign with health and nutrition bloggers, challenging ten influencers to eat 50 different foods in a week, as part of an initiative from Taymount to increase diversity on the plate in order to improve the diversity in the gut. We sent food hampers and a ‘50 Foods Grid’ to each blogger and encouraged them to share their progress, resulting in coverage across their digital channels.
The blogger activity resulted in 24 clinic mentions, six blogs, 15 key messages, three Instagram posts, three Facebook posts and 12 tweets. The total reach of this activity was 252,307.
KISS has worked with a wide range of clients, primarily in the education, science and technology sectors. Projects we have been involved with include PR and marketing campaigns, website redesigns and rebranding exercises.
KISS has worked with a wide range of clients, primarily in the education, science and technology sectors. Projects we have been involved with include PR and marketing campaigns, website redesigns and rebranding exercises.
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