Media Safari coordinates UK launch of world’s most advanced bionic leg

Nov. 21, 2011 - PRLog -- Med-tech PR specialists Media Safari, has coordinated the launch of the world’s most advanced bionic leg prosthetic system resulting in over 60 pieces of coverage within 48hrs of the launch. The Genium, from mobility experts Otto Bock Healthcare, is the first in a new generation of intelligent, microprocessor-controlled leg prostheses that will redefine quality of life for lower limb amputees delivering the closest walking pattern to a natural gait of any prostheses available today.

The launch involved the first UK patient, Matthew Newbury, to receive a Genium and took place in Surrey on 9th November 2011. Matthew demonstrated a range of movements including walking backwards and climbing stairs foot-over-foot that have never before been possible in prosthetics, plus Otto Bock technicians and Matthew’s prosthetist were on hand to take questions and provide interviews.

Five press photographers, three broadcasters and two print journalists attended the launch event, supported by a highly proactive media outreach. The story was covered by six national print titles including The Daily Mail, Metro, The Daily Telegraph, The Daily Express and The Sun. 25 regional titles included the news such as BBC South, BBC London, ITV London Tonight, ITV Anglia and the London Evening Standard. Online news coverage spanned the globe from Ireland to as far away as New Zealand.

Matt King, Digital Director at Media Safari commented, “Our campaign for Otto Bock incorporates traditional and digital PR tactics that highlight the benefits of technology to assist mobility and restore quality of life for individuals. The Genium represents yet another leap forward in this fascinating, innovative area of science and technology. With the use of a UK case study we were able to bring these advancements to life, things that before he felt were beyond him, for the mass media to absorb and report.”

“The launch of Genium really captured the media’s attention and we were delighted with the response, the level of interest and the results,” stated Gaynor Norris, Marketing Manager at Otto Bock Healthcare. “Innovations such as these take many years to develop and make a significant difference to people’s quality of life. Our aim was to reach as many people with this message as possible and Media Safari proved to be instrumental in making this happen.”

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Media Safari is a trusted PR partner and social media propagator to global tech brands. Founded in 2002, it specialises in strategic campaigns for technology companies that operate in the areas of healthcare, business to business and digital lifestyle. For more information visit www.mediasafari.com