The challenge
VeinCentre is the UK's largest vein care provider, with more than 40 clinics treating varicose veins, thread veins and venous leg ulcers. Founded by a vascular consultant two decades ago, it has carried out more than 50,000 procedures.
As it opened new clinics, VeinCentre needed PR to do two jobs at once: establish its specialists as national authorities on vein health, and make each clinic known in the towns it serves, because patients usually choose a clinic close to home.
Our approach
We positioned VeinCentre's consultants as the go-to experts on vein health, giving journalists timely comment on everything from leg cramps and swollen ankles to blood clot risks on long flights and summer flare-ups.
Patient stories brought that expertise to life. Readers heard from a primary school teacher back on her feet after a 45-minute procedure, a mother whose holiday became a wake-up call, and Strictly and Waterloo Road star Tillie Amartey, who sought treatment after spotting a problem in red carpet photos.
Local media was central to the plan. Every new clinic opening was backed by targeted coverage in its regional and local press, so national credibility translated into awareness where patients actually live.
Digital PR ran through all three campaigns. Editorial backlinks from trusted publications help build a website's authority in search, so the same coverage can raise VeinCentre's profile and help patients find their nearest clinic.
The outcome
Across three campaigns totalling 12 months, marco/richards earned VeinCentre 306 pieces of coverage and 243 backlinks, from sites with an average Domain Authority of 69.
The coverage reached a combined monthly readership of 11.6 million, from The Sun, Daily Mail, The Mirror and Daily Express to local papers in Exeter, Lincoln, Nottingham and beyond.
For a provider growing its network of clinics, being both a nationally recognised authority and a familiar name locally is exactly what the campaigns set out to achieve.
