Strategy & change, public relations, social & paid media

Insightec manufactures equipment that treats patients with severe hand tremors — called essential tremor — via focused ultrasound. The global medical device company wanted to raise awareness for their new treatment option, which many neurologists were excited about, despite not being available in Denmark at the time.

In the summer of 2019, the first Danish patient got the opportunity to try the treatment in Madrid backed by funding from the Danish Health Authority.

Morsing’s objective was to tell the story in the best possible way in the Danish media and thereby contribute to the groundbreaking treatment being offered in Denmark.

A powerful personal story about a patient who gets his life back with a new revolutionary treatment deserves to be told as widely as possible in the largest media. The balance is about having the story brought widely while respecting the media's desire for exclusivity.

With this in mind, Morsing initially reached out to one nationwide newspaper and one national TV channel, giving both of them the opportunity to follow the patient before, during and after the life-changing treatment in Madrid.

The Danish patient’s moving treatment story garnered massive coverage on TV 2 News, in TV 2 Nyhederne, as a mini documentary on TV 2 Play and in the national morning show Go' Morgen Danmark.

At the same time, the story was told over 6 pages in Politiken's Sunday edition PS, as a digital story on Politiken.dk, as well as various weekly magazines. On the media's Facebook pages, the stories about the happy patient received more than 2 million likes, comments, and shares.

All in all, the story achieved maximum attention around both the new technology and the somewhat overlooked and taboo diagnosis of essential tremor, which up to 60,000 Danes suffer.

In the spring of 2021, the Danish Health Authority approved the new treatment, thus making it widely available for Danish patients with essential tremor.