Excellence in Media Relations

Summary of work

CMR Surgical, a start-up building the next-generation surgical robot, appointed Hanover Communications in 2017. The challenge was significant. The industry is dominated by one player that has enjoyed a virtual monopoly for over a decade and has big budgets to spend on PR. CMR was known by few outside Cambridge, had a fraction of the PR budget and is not scheduled to reveal its robot until later this year.

What it lacked in name recognition, budget and a visible product, it made up for in vision. Around six million people undergo unnecessary open surgery, when they could have benefited from the fewer complications, reduced pain and faster recovery time of minimal access surgery (MAS). Performing MAS is difficult and robots are designed to help surgeons deliver it more easily. However, existing robots are large, inflexible and expensive. CMR’s robot, Versius, deploys a revolutionary design. Its slim frame means it is more flexible, easy to use and will cost a fraction of anything on the market today.

This is the story of how a targeted media relations strategy and powerful messaging took a previously unknown start-up to a credible medical devices business considered the ‘next big thing’.

Judges' comments

This impressive, very well written, bold entry wowed the judges from start to finish. The team delivered carefully constructed objectives, strategy and tactics, which were confidently and adroitly delivered.