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Hologic, a global medical diagnostics company, lacked a consistent approach to political engagement in Europe. They asked us to use their contribution towards fighting COVID, as a major test manufacturer, as a springboard to launch public affairs engagement, with a long-term view to shape Europe’s diagnostics sector across seven separate markets. In addition to acting as the hub for the European campaign, Brands2Life would lead activation in the UK.
To create a consistent approach to public affairs across EMEA, we created a tool kit to be activated by partner agencies across Europe. This provided detailed guidance as to the strategy, objectives, key messages, stakeholders and tactics to be applied, including template assets and thought leadership. We then worked closely with local agencies in seven markets to localise and translate these assets.
At the centre piece of this tool kit was Diagnostics Decoded, an interactive PDF sharing details of Hologic’s work on COVID-19 and wider population screening programmes via video, interactive boxes and infographics.
The toolkit has been an excellent launch pad for Hologic’s public affairs engagement across EMEA. An important level of consistency in our communication has been achieved while allowing for important local differentiation.
In the UK, we have now facilitated engagement with over a dozen key political figures; most prominently, we organised for the UK Health Innovation Minister, Lord Bethell, to ‘virtually’ open Hologic’s Manchester COVID-19 testing production site, hold a Q&A with staff, and have a meeting with Hologic executives. Diagnostics Decoded has provided an excellent platform for a wider reach of engagement – nearly 70 stakeholders have read the document, with an average dwell time of over 13 minutes.
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