Harley Street lures City boys to the surgery

Last year the Harley Medical Group, which has 11 specialist plastic surgery clinics nationwide, noticed that an increasing number of men, particularly City workers, were opting for treatment.

Campaign Harley Street – the new Savile Row
Client The Harley Medical Group
PR team Rain Communications UK
Timescale November 2005-January 2006
Budget Part of retainer

The group decided this could be the perfect hook for a quirky news story.

Objectives
To increase The Harley Medical Group's profile among men.

Strategy and Plan
Retained agency Rain Communications UK decided to link the increase in male bookings at City and Harley Street clinics with news that City bonuses were reaching an all-time high. It identified these clients' three most popular cosmetic surgery procedures as liposuction, rhinoplasty (nose-jobs) and injectable treatments.

A press release was written and Rain briefed Harley Medical Group's spokespeople on client trends in readiness for interviews.

Rain hoped this would result in substantial news features, particularly in quality nationals, so it sought to prepare case studies. But these case studies proved difficult to source, because interviewing the 'City boys' meant going through a complex approval process with their companies.

Undaunted though, Rain prevailed and matched its case studies to particular publications. The team timed its 'City boys' press release to coincide with The Hayley Medical Group's December peak in bookings from City professionals.It targeted its radio  sell-ins to those programmes specifically aimed at male listeners.

Measurement and Evaluation
Half-page features appeared in The Independent, The Times and the Daily Mail, while Metro and the Daily Express ran articles. Talk Radio, Capital Radio, IRN and Virgin Radio aired interviews with Harley Medical Group spokespeople, and more than 12 regional newspapers ran articles, including The Birmingham Post.  Later pieces appeared in the The Mail on Sunday's Business section and the Evening Standard, while The Press Association put the story up on its feeds. International coverage included a story in Time magazine and a CNN interview with the group's chairman, Mel Braham.

Results
The Harley Medical Group  has reported an increase in the number of enquiries from men about treatments across the business.

Former PA health correspondent Lyndsay Moss says: 'The PR company sold the story well – especially as I thought I knew everything there was to know about plastic surgery. However, I did have to do a bit more work to get some extra figures for the news piece.'

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