Healthcare: On THE Agenda - Bionic limb helps amputee

In a nutshell

An amputee who lost his left leg in a road crash has become the first UK patient to be fitted with a new bionic leg prosthetic system. Matthew Newbury demonstrated a range of movements - including walking backwards and climbing a flight of stairs foot-over-foot - that have never before been possible in prosthetics.

Why is it important?

The Genium, from mobility expert Otto Bock Healthcare, is the first in a new generation of microprocessor-controlled leg prostheses aimed at helping to improve the quality of life for lower-limb amputees. The system claims to offer a walking pattern that is closest to the natural human gait of any of the prostheses that are currently available.

PR strategy

Med-tech PR agency Media Safari was behind the Genium launch, which resulted in more than 60 pieces of broadcast, national and regional coverage within 48 hours of the launch. Five press photographers, three broadcasters and two print journalists attended the launch event, which was supported by proactive media outreach.

Media coverage

The story was covered by six national print titles including the Daily Mail, Metro, The Daily Telegraph, Daily Express and The Sun. Twenty-five regional items were featured, including on BBC London News and ITV London Tonight, as well as in print in the London Evening Standard.

10 - Number of movement modes available in the Genium system

60 - Number of pieces of national and regional coverage generated.

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