AT A GLANCE: Anti-thrombosis gadget finally reaches launch

What exactly is a thrombosis?
It happens when a clot forms inside a blood vessel, blocking a vein or artery. High Tech Health (HTH), manufact­urer of new gad­get, the Circu­lation Booster Mob­ile, says it will prev­ent those clots by stimulating the nerve endings and mus­cles in feet and legs with electrical imp­ulses.

Who’s handling media relations?
Fuel PR, which has the brief for several HTH products; account director Carole Graham reports to the client’s MD Josh Penney. Coverage has so far included articles in the Daily Mail, The Observer and on ITV1’s This Morning. It has also been pitched in to long-lead travel and women’s magazines.

How does it work?
The electrical pulses come from a set the size of a mobile phone which ­attaches to the wearer’s special socks. One of the conditions it is designed to prevent is so-called ‘economy-class syndrome’, where airline passengers with insufficient legroom develop deep vein thrombosis (DVT), and e-throm­bosis.

‘E-thrombosis’? New to me…
It’s the office-based equivalent of ‘economy-class syndrome’. Research suggests that workers who spend too long sitting in one place looking at a screen are also prone to DVT. Other conditions that the gadget targets are Raynaud’s Disease, a condition that causes parts of your body to go numb, and pulmonary embolism (PE), a variant of DVT which can be fatal.

What’s the thrust of the PR campaign?
That the gadget is unique, and that there is scientific evidence to back up HTH’s claims. It says clinical tests prove that the gadget increases circulation in the legs of healthy people by 50 per cent or by up to 145 per cent in those with circulatory problems.

How else is the story being sold?
With the judicious use of some grisly statistics to help highlight the ser­iousness of thrombosis. For exam­ple, 25,000 people die from venous throm­boembolism (VTE) – usually DVT or PE – contracted in hospital. Ten per cent of PE cases will result in death – approximately 15,000 people per year. And around one in 100 women deve­lops thrombosis during pregnancy.

What is planned for the future?
There will be some comms activity tied into the second annual National Throm­bosis Week, which will start on 8 May.

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