Making MedTech more influential
When celebrity influencer Millie Mackintosh put up a post of her wearing a PICO dressing following the birth of her daughter, we saw an opportunity to use her influence to educate her 1.4 million mainly female followers about c-sections and PICO.
With International Caesarean Awareness Month as the hook, we partnered with Millie to deliver an Instagram Live alongside more traditional media exclusives, using her c-section recovery to bring to life PICO’s benefits, namely, to protect a new mother’s time to bond. Millie talked about what she called her ‘abdominal births’ and her desire to break down the stigma that can surround c-sections.
Using Millie’s profile and first-hand experience of PICO, we reached a new and relevant audience, to drive conversations between expectant mothers and healthcare professionals.