Manchester Imaging are market leaders in AI technology for the detection of caries, offering multiple benefits for a preventative approach to oral health.

When Manchester Imaging secured publication of their ADEPT study in the British Dental Journal (BDJ), they wanted maximum coverage for this recognition of their research and to support the commercialisation of their research endeavours. We were initially briefed with managing PR around the BDJ publication. Our campaign was focused on this publication, with wrap-around pre- and post-publication PR activity.

We recommended a proactive approach to publicity, focused on raising awareness of the issues that dentists face, both working within the NHS and for private practice, and how Manchester Imaging’s AI-based caries detection software can help with a plethora of issues for clinicians and for patients. We advised that this campaign should begin immediately, with the major BDJ feature being brought on-stream with the campaign once publication date was confirmed.

Working closely with key staff at Manchester Imaging and with their brand ambassadors, we secured coverage in the most-read dental publications, launching our campaign with awareness-raising features prior to the BDJ publication. We followed this up with features looking at the broader context, such as dental student education post-Covid, and at the ‘big hitters’ joining Manchester Imaging, including thought leadership features considering the sector’s development and ideal trajectory.

Alongside this aspect of the PR campaign, we developed Manchester Imaging’s social media profile: researching optimum channels, and then implementing account set-up, community management, follower engagement, content creation, and all reporting and analysis back to Manchester Imaging for them to take management inhouse.