Our Work
Guidance to Game-Changer: How Smith+Nephew turned NICE approval into industry impact
“EatMoreFruit helped us turn a regulatory milestone into real-world impact. Their ability to translate clinical evidence into stories for media, clinicians, and patients ensured our NICE approval became a catalyst for adoption by HCPs whilst also driving real benefits for mothers and babies”
UK Brand Manager, AWM
27
Pieces of coverage
6
National news stories
21
Trade stories
458
Million online readership
Smith+Nephew, a global medical technology company, had developed advanced wound dressings for high-risk caesarean sections. Clinically proven to improve outcomes for expectant mothers, clinicians, and payors, the product received recognition by NICE (National Institute for Health and Care Excellence) for use within obstetrics.
The Challenge
While NICE Guidance had been granted, awareness of the benefits and adoption among clinicians was limited. Smith+Nephew needed to translate a regulatory milestone into tangible clinical, commercial, and patient impact.
Making commercial value from clinical milestones
We implemented a multi-layered communications strategy:
- Conducted media workshops to engage journalists, highlight clinical evidence and co-create media angles
- Consulted with senior nurses and patient groups to shape content for clinicians and sales teams
- Created toolkits and messaging resources to support adoption and meaningful conversations at point of care
This approach ensured the message reached the right people, in the right way, translating approval into awareness, engagement and ultimately adoption.
The Impact
PICO sNPWT in obstetrics, moved from regulatory recognition to industry-wide adoption.
The campaign successfully amplified the value of the NICE Guidance:
- 27 pieces of coverage
- 6 national stories and 21 trade stories
- 458 million online readership
- Clinicians and sales teams were equipped with tools to drive better conversations and improve patient outcomes