Leading the Conversation on Obesity in the UK - Health Tech PR Case Study

Yazen Health is a digital health tech platform that offers a comprehensive approach to obesity treatment by integrating services from doctors, dietitians, psychologists, and personal trainers. The 360° support system ensures that each patient receives a personalised treatment plan, continuously adjusted in real-time based on progress.

Following success in Sweden, Yazen embarked on a mission to reshape the conversation around obesity in the UK. With growing media scrutiny and the rise of weight loss drugs like Ozempic and Wegovy, we faced the challenge of positioning Yazen as a trustworthy voice in the debate and changing the narrative surrounding weight loss injections. Our goal was clear: establish Yazen in the UK obesity media landscape, build consumer awareness of their innovative health tech solution, and create a demand pipeline across the country.

A Strategic Approach to Media Engagement

Understanding the complexities of the obesity debate, and the role of technology in healthcare, we designed a multi-channel PR campaign aimed at positioning Yazen as a leader in obesity treatment, building awareness of the brand and facilitating a conversation about the obesity epidemic in the UK and treatment options available.

Independent Research: The campaign kicked off with Yazen’s own independent research, gathering data from 2000 UK adults to serve as the foundation for media pitches. The findings were startling - 37% of respondents believed obesity was a lifestyle choice rather than a disease, revealing the widespread misconceptions Yazen needed to address. This research not only highlighted the top myths surrounding obesity but also provided a much-needed hook to engage media outlets in the absence of UK-based experts and case studies.

Broadcast Day: Leveraging the research findings, we organised a UK broadcast day. To lend credibility and reach, we brought on board Dr. Punam Krishan, a well-known NHS GP and media personality, as a UK spokesperson. Alongside Yazen’s Chief Medical Officer, Dr. Martin Carlsson, Dr. Krishan participated in 20 radio interviews, amplifying Yazen's message and building trust within the UK market. The objective of the broadcast day was to position Yazen as an expert in obesity treatment technology and drive listeners to the Yazen website. The interviews reached 5.3 million listeners across the UK and generated a significant uptick in account creations.

LinkedIn Live Webinar: Understanding the importance of digital engagement, we helped Yazen organise a LinkedIn Live webinar titled "The Balancing Act Live - The Truth About Obesity." We contracted freelance health journalist, Dr David Cox, as moderator, Expert Consultant in Obesity Medicine, Dr Nick Finer and former president of the European Association for the Study of Obesity (EASO), Jason Halford and Dr Punam Krishan as a spokesperson from the UK healthcare system. The webinar attracted 81 registered attendees and generated 832 views, fostering an open conversation about obesity and driving traffic to Yazen's LinkedIn channel and website. This initiative not only positioned Yazen as an expert in weight management but also provided valuable content for ongoing media engagement.

UK Case Studies: To humanise Yazen's tech-driven services and provide tangible evidence of its impact, we worked with and recruited UK-based case studies, who had experienced significant benefits from Yazen’s programme to create content for both earned and owned media.

Positioning Yazen as a Thought Leader: By crafting bylined articles on topics such as the future of digital health in obesity treatment and innovations in weight management, we ensured Yazen’s voice was prominent in key health tech publications. These articles were strategically placed to reach healthcare professionals, industry peers, and potential patients. We also identified opportunities for Yazen’s key spokesperson to provide expert commentary in news articles, participate in industry webinars, and contribute to discussions on emerging medical trends.

The Results Speak for Themselves

Media Coverage: The campaign secured 13 pieces of written coverage, including features in The Daily Express and The Telegraph, with a total media reach of 343 million.
Broadcast Impact: Reached over 5 million UK listeners, resulting in 40 new account creations on the day and numerous ongoing dialogues with Yazen’s nurse team.
Digital Engagement: The LinkedIn campaign resulted in 832 views and a 3.2% engagement rate, with significant spikes in engagement and followers on the LinkedIn page when promotional posts were shared.
Thought Leadership: Elevated Yazen's status as an authority in obesity treatment through media interviews and Martin's webinar features, which collectively garnered 16,416 views.

Empowering the Future of Obesity Treatment

Our strategic campaign for Yazen in the UK demonstrates the power of a multi-faceted PR approach in establishing a new player in the digital healthcare landscape. By leveraging independent research, broadcast media, digital engagement, and thought leadership initiatives, we successfully positioned Yazen as a trusted authority in obesity treatment. Our efforts not only generated impressive media coverage and engagement metrics but also sparked a crucial dialogue about obesity, challenging misconceptions and educating the public. As the conversation around obesity treatment continues to evolve, our work with Yazen serves as a testament to our expertise in navigating sensitive healthcare topics and positioning innovative solutions in a competitive market.