A paradigm shift in surgical robotics in Australia
/Overview
Cube supported Life Healthcare with an earned media campaign to announce the arrival of the Versius Surgical Robotic System in Australia and its first installation at Macquarie University Hospital, Sydney – making Australia one of five countries in the world to have access to the technology.
/Challenge
Versius marked a new era in robotic surgery for Australia. In a competitive environment, it was important to ensure media buzz was created around the country, whilst still connecting with the stakeholders that mattered most – surgeons and hospital executives.
/Solution
To ensure a broad range of stakeholders were reached, Cube developed an efficient strategy to engage mainstream media, as well as medical trade media. Working with Life Healthcare and Macquarie University Hospital, the team developed a media package with appeal to major metro TV news, as well as trade professionals, including Australia’s first Versius patient, coupled with Macquarie University Hospital’s Surgical Director, Professor David Gillatt.
Impact
Impactful Coverage
National television coverage with Channel 9 News , reached a mainstream audience of more than 860,000 people. Mainstream media coverage achieved syndication via 77 online publications, providing over 14 million media impressions.
Industry awareness
Medical trade media coverage, reached a professional audience of over 48,000 users.
HCP Endorsement
100% of coverage including commentary from one of two key opinion leaders – Professor David Gillatt or Macquarie University Hospital’s CEO, Walter Kmet.
TESTIMONIAL
Cube has partnered with Biocelect managing the arrival of a COVID-19 vaccine to Australia and New Zealand. The team has worked attentively and collaboratively with Biocelect and the US team in managing the challenging pandemic and vaccine dynamics as they evolve. They have applied their strategic communication, crisis management and media skills to be pre-emptive and agile in preparing for and managing local media and political commentary. They are responsive, professional, a pleasure to work with and, like Biocelect, hardworking!
We brought Cube in as an external agency to support us with a communications initiative for one of our products in 2019. Now – I don’t know what I would do without them! They are no longer viewed as ‘the agency’, but integral to the Novartis team – as partners and strategic advisors. Now working across multiple portfolios, Cube consistently bring their high-level strategic insight, laser focus for detail, and deep expertise across the entire gamut of communications. I would highly recommend Cube to anyone looking for a nimble yet well-rounded agency partner.
In our dealings with Cube over the past 3 years, we have found the team to be very professional, enthusiastic and helpful. Their high level of honesty and integrity means we have full trust in their recommendations and their approach to meeting our needs. Their strategic thinking and recommended plans are always well-considered. They have done high level strategic work for us and developed detailed plans as well as a new service launch. They have been very responsive to our needs and we would not hesitate to engage them again!
MS Australia engaged Cube for two critically important campaigns in the first half of 2022. Their strategic planning and implementation was first-class, and the very significant results has greatly assisted our advocacy work.
For our landmark MS Nurse Care Report launched in Tasmania, Cube crafted a communications plan focussed on local media which as planned, fanned out to outlets across the country. The coverage was astounding and helped raise vital awareness about the role of the MS Nurse in the patient care journey and the need for more funding.
Cube also expertly project-managed a market research study and national communications plan for our Employment & Workplace Survey, launched on World MS Day. This campaign garnered significant media coverage and spotlighted critical issues around employment and MS.
We cannot thank Cube enough for their friendliness, support and compassion for people living with multiple sclerosis.
Working with Cube has been a remarkable experience. Like BeiGene, they are a small team with big ambitions. Time and again, Cube has proven to be an effective, reliable, and responsible partner. They bring enormous energy, detail and innovation to every project and have helped BeiGene achieve the highest goals and meet the tightest timelines. For every idea, they have a solution ready.
We are delighted to work with Cube, whose professional attitude, deep experience and expertise in health communications put them head and shoulders above the competition. In addition to obtaining fantastic coverage for us, we continue to appreciate the attention to detail at every stage from planning through to showcasing the results of our campaigns. Our media strategy, guided by Cube has hit the mark in a judicious approach and fulfilled our strategic purpose.
The Cube team have extensive experience in strategic communications to create impactful campaigns and events and demonstrate a real understanding of our organisation’s brand, objectives, and a broad range of partners and stakeholders. The team are dedicated to and skilful at crafting compelling narratives, securing high-profile media placements, attending to details and navigating through challenges in complex environments.
Collaborating with Cube has been an immensely positive experience. Cube has demonstrated an excellent understanding of our goals and values, ensuring every aspect of the communications plan aligns with GSK’s mission. Their proactive approach in identifying opportunities and potential challenges has been a key factor in the success of our communications efforts. With meticulously planned execution of media engagements, the team’s professionalism, enthusiasm and creativity have exceeded our expectations, making them an indispensable business partner.
