The challenge
The Proton Therapy Center is located in Prague, Czech Republic, and offers the most advanced and accurate form of radiotherapy currently available. Proton beam therapy, using pencil beam scanning, allows for a precise dose to be delivered to highly complicated target volumes while sparing nearby critical organs and healthy tissue.
The centre has been serving the British community since 2012, before proton therapy became widely available in the UK. The centre needed health PR that could raise awareness of proton beam therapy as a treatment option and encourage patients to consider travelling to Prague for care. We've been a retained partner since 2016.
Our approach
We share little-known cancer symptoms, advice on what people can expect from tests and diagnosis, and the treatment options available, while informing people about proton beam therapy as a priority throughout. Oncologists from the centre are regularly quoted in the press, and we share patient stories from those who have travelled to Prague for proton beam therapy, giving the coverage a human, first-hand perspective alongside the clinical expertise.
The outcome
Since 2016, this approach has delivered 1,000 pieces of coverage and an audience reach of 2 billion, reflecting the scale of the international coverage and Proton Therapy UK's role as a trusted voice on the treatment.