Toshiba Medical in product drive

Toshiba Medical Systems, a maker of hospital equipment such as X-ray machines and ultrasound systems, is using De Facto Communications to boost its profile within the UK healthcare market.

Toshiba wants to increase sales of products such as its Famio ultrasound machine range. De Facto's campaign will be mainly media relations, seeking to promote the relative user-friendliness of the products for patients and hospital staff.

It is targeting hospital staff from 'nurses upwards' in a bid to drive demand, while aiming to generate consumer awareness via
national press. 

De Facto, which has previously handled a similar brief for Siemens, became part of Chime in September (PRWeek, 23 September).

Associate director Marcel Kay leads a four-strong account team.

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