Nasdaq-listed company, Avita Medical, manufactures the innovative medical device, ReCell, a ‘spray on skin’ used to treat serious burns. This ‘lunchbox sized’ device is used for serious burns patients at their bedside. It works by harvesting a postage-sized sample of the patient’s healthy skin, then growing new, healthy cells in a special liquid suspension for spraying onto a large area of the wounded tissue - just 45 minutes or so later. The technology succeeded in receiving FDA approval in September 2018, to positive reaction by investors.
Before being approved, ReCell was CE-approved for use in Europe. Curious PR provided social media content and activation, plus media relations activity, to ensure that news about a multi-centre, randomised controlled trial (RCT) involving ReCell would reach key members of the media. Also, to convey its significance to both medical and consumer audiences, alike.
We were proud to produce outstanding written and graphic materials, and to liaise sensitively with the medics and patients involved, helping achieve a full page article in The Daily Mail's influential ‘Good Health’ section. The article featured a toddler-age victim of serious abdominal burns, who was successfully treated with ReCell at an NHS hospital by a consultant burns surgeon - achieving outstanding cosmetic results.
Coverage about the trial in question also appeared online and via social media via Nursing Times.