Road Communications wins European brief for global scanner firm

Global ultrasound and MRI manufacturer Esaote has drafted in Road Communications to handle its PR and corporate comms.

Sound treatment: a patient undergoes an ultrasound procedure
Sound treatment: a patient undergoes an ultrasound procedure

Esaote is one of the world’s leading producers of medical diagnostic systems, providing a range of medical scanning devices vital for diagnosing different medical conditions.

Following a competitive pitch, the Genoa-based firm has appointed Road to handle its comms with key stakeholders in the NHS and to assist with corporate comms across Europe.

Lexis PR’s former head of health Louise Stone, who joined Road as director in November, will lead the account. She will report directly to Esaote MD  Cor van der Flier.

Commenting on the app-ointment, Stone said the changing NHS landscape would play an important role in the comms strategy for Esaote.

‘With GP commissioning groups coming to the fore, the emphasis will be much more granular and really focusing on a local level,’ she said.

‘Primary care is likely to deliver many more services to patients, which means GPs, practice managers and other surgery-based healthcare professionals will have much more influence on purchasing decisions.’

Van der Flier said: ‘We were impressed with Road’s approach to communicating with the stakeholder groups in the NHS and its understanding of how this might evolve with the emergence of new commissioning groups and the changing health landscape in the UK.’

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