Graham – Fantastic, thanks! Your close connections with these papers are working a treat for us.
Philip Lovett, Nottingham City and County Enterprise and Skills Board, August 2012
After Dinner speaking
Thank you so much for your fascinating and funny talk... "Best talk ever”, members were saying as they left. Well done! It was great to see so many members asking you questions. There were 134 members in the audience, which is a really good attendance.
All good wishes.
Kay Williams Bourne U3A
Copywriting and Journalism
Superb piece, thanks so much Graham, have sent copy on to head of Military History Channel who I’m sure will be thrilled. We’ve got a few more coming up this year so hopefully we’ll be able to do more together very soon.
All the best
Steve Humphries, MD Testimony Films, Bristol
THANK-YOU – it looks fantastic!
Vicki-Sue Brotherhood, proprietor of Indian Summer, re the feature about her life and business on www.newarknotts.co.uk/
Ultrasound Therapeutics Ltd
UTL were introduced to Graham after many failed attempts to get their revolutionary and highly successful HIFU treatment system into the Press. They needed to generate more patient traffic for private treatment in order to fund further trials aimed at gaining approval from NICE (the National Institute for Health and Clinical Excellence) to supply the treatment to the NHS.
The company was about to invest £10-12,000 in a two-page Daily Mail advertorial slot – a very expensive way of gaining column inches, with a much lower likelihood of high readership levels. Advertorials are also less trusted by readers than genuine editorial – crucial in the context of life or death treatments. Graham’s alternative strategy proved vastly cheaper and measurably more effective.
Graham compiled a detailed Press Briefing to explain to journalists what HIFU did (destroying suitable tumours with ultrasound, thus avoiding the need for invasive surgery). The briefing provided quotes from and contact details of doctors, and written case histories of patients who had been successfully treated during four years of clinical trials.
This long-term campaign cost approximately £4,000 in total and initially resulted in the Daily Express commissioning a freelance writer to interview one of the case histories, producing a graphic two-page spread. Hits on the UTL website to download application form for private treatment, then costing £12,000, shot up from eight per day to 78 per day. This spectacular Return on Investment (RoI) continued as Graham wrote and supplied case history features published in five regional newspapers, including the Manchester Evening News, gaining additional coverage on Central TV and Radio Oxford.
After the campaign ended, Graham went on to write a full-page feature on HIFU for the Daily Mail, at no cost to the company.
Frank Taylor, Marketing Manager, Ultrasound Therapeutics Ltd:
“Graham’s quick understanding of our complex, revolutionary, High Intensity Focused Ultrasound (HIFU) cancer treatment led to him delivering coverage in national and regional Press and TV, giving us a much higher profile and potential patient awareness. We hope the association continues for many years to come.”
After Dinner Speaker
Fresh and funny
Showbiz journalist Graham Keal developed his flair for entertaining audiences early, compering student revues, appearing at folk clubs and auditioning for Opportunity Knocks. He is now an experienced speaker performing at dinners, conferences and club events all over the UK.
Website Copywriting Services
Get an ex-Fleet Street journalist on your case!
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