When Aridhia approached Hot Tin Roof, the business was still in its infancy. Its focus on stratified medicine, an untested and unproven market at the time, had made profile raising difficult. Chronic disease was a new strategy for the business and it presented additional challenges like accessing sufficient data volumes. With the NHS showing resistance to working with private companies and the business facing competition from large competitors with deep pockets, Hot Tin Roof’s brief was to help Aridhia to stand out.
Hot Tin Roof developed a communications campaign that simultaneously built understanding about stratified medicine while raising the profile of Aridhia as a business offering both clinical and technology experts. Key to the campaign was our ability to capitalise on Aridhia’s relationships with high profile names, including Great Ormond Street Hospital, to help build further credibility. A structured campaign of thought leadership pieces, media 1-2-1s and profile raising activities for Aridhia’s CEO helped to educate the press about the value of stratified medicine and the bespoke solutions offered by the company.
In an average year, Hot Tin Roof generated more than 80 high value coverage hits in focus titles including MedTech Engine, digitalhealth, European Pharmaceutical Review, Innovators Magazine and The Times’ FutureScot. Thought leadership pieces explored topics such as the role of blockchain in digital health and how speedy data can improve traumatic brain injury monitoring. News driven articles focused on expansion into the Netherlands, financial growth and collaboration success stories.