Our Work

Launching AI tech to the UK care home market

Client: PainChek

Sector: Technology

PainChek is the world’s first artificial intelligence (AI)-powered pain assessment tool. A secure medical device with unique, innovative pain assessment technology for use on mobile phones and tablets, PainChek uses AI (facial detection and analysis technology) and smart automation to detect and score pain in real time.

V Formation Ltd

The V Formation PR team has worked with PainChek to raise awareness of its AI innovation amongst its key target audiences in the UK.

AI-powered pain assessment

PainChek AI tech

PainChek’s AI-powered technology allows carers and healthcare professionals to identify the presence of pain when pain isn’t obvious; to quantify the severity; and, to monitor the impact of treatment to optimise and evidence overall quality of care.

Spun out of Curtin University in Perth, the company launched in Australia in 2017 and expanded into the UK in late 2019, when PainChek’s UK team approached V Formation for advice and support with raising awareness in the private care home sector in the UK, with two clear objectives:

  • To grow and build UK market share and client base in care and nursing homes in the UK
  • To build awareness of PainChek amongst its key target audiences

Building awareness

The V Formation PR team began working with PainChek with the aim of developing a media-led campaign that would both educate the care sector on the benefits of a digital-first strategy, and build awareness of PainChek’s unique tech and innovation.

We responded first with the creation of a robust, relevant PR strategy designed to build awareness of PainChek, with clear objectives and messages that would communicate its benefits and potential to support improved levels of quality care and day-to-day operations with its key target audiences – primarily private care home owners and operators, but also key healthcare professionals, influencers, and the media.

Via a proactive multi-channel PR campaign, focused on the UK care and medtech sectors’ core on and offline media, we have consistently secured powerful earned media coverage for PainChek. Spanning insightful thought leadership articles, in-depth technical features, share of voice comment opportunities, video and podcast content, and general news about PainChek’s product enhancements, market research and white papers.

We also worked closely with PainChek’s marketing team on the development of its campaign that called on Prime Minister Boris Johnson to take urgent action to improve the level of technology-enabled dementia care available in UK care homes. The campaign first secured support and signatures from a cohort of leading organisations from across the UK’s health and social care sectors, and then via a dedicated PR campaign, raised awareness of the sector’s need for additional financial support to help fund technology across the social care sector.

Generating PR results

PainChek has been featured extensively in all the core care sector and medical technology media, gaining national – and international – exposure, including:

Driving force for growth

Of working with V Formation, Drew Hunt, Marketing Officer at PainChek, said:

“V Formation quickly grasped the voice of PainChek and have driven our campaigns to reach levels our brand had not seen before. We work extremely closely with the V team in the strategic thinking which feeds our marketing and PR calendar and more. V Formation has also broadened our reach much further than originally expected. We now secure strong, regular news coverage for PainChek which has been a driving force as we grow in the UK.”

V Formation continues to work with PainChek to maintain and build awareness and in turn users within the broader care sector. The PR has supported positioning the PainChek team as a leading authority and thought leader on pain and AI for pain assessment in the elderly and those living with dementia.

Get in touch

Do you have a cutting-edge innovation or new technology that you’re looking to launch to market? Let us help you shout about it! Contact V Formation’s PR experts on 0115 787 0206 or drop us a line here.

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