CMR Surgical: Revolutionising Surgery for Good

CMR Surgical (CMRS), a British start-up building the next-generation surgical robot, employed a two-pronged media relations programme to raise brand awareness among surgeons and the medical devices industry in the UK.

Campaign details

Brand: CMR SurgicalAgency: Hanover Communications

Campaign: Revolutionising Surgery for Good

Introducing the challenge

CMR Surgical (CMR), a British start-up building the next generation surgical robot, approached us in 2017 with a big challenge. The surgical robotics industry was dominated by one player, who had a virtual monopoly and big budgets for PR and advertising. Known by few outside their converted barn headquarters in the Cambridge countryside, CMR had a fraction of the budget and were not yet able to reveal their ground-breaking robot, Versius.

What they lacked in recognition they made up for in ambition...

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