Putting sleep apnoea on the public health agenda for Nyxoah

Campaign overview

What Nyxoah needed

Nyxoah tasked us with a critical, six-month campaign to successfully launch the company and its innovative Genio™ device for Obstructive Sleep Apnoea (OSA) into the competitive UK market. As the company was not investing in other marketing activities, the brief required a high-impact PR and media relations strategy that would drive significant brand awareness and generate qualified commercial and patient interest from day one.

How we went about it

Our strategy focused on a two-phase approach: a powerful launch moment, followed by a sustained, awareness-driving press office.

High-Impact Launch Amplification:

• We leveraged our strong media relationships with outlets including Sky News and the Press Association (PA) to amplify the first successful implants of the Genio™ device in the UK.
• We secured a human-interest story featuring the first UK patient and the specialist consultants from the implanting hospital, alongside an interview with the Nyxoah CEO.
• The story ran throughout the day on Sky News (TV), was syndicated across all Sky News radio stations, and, thanks to the PA feature, secured coverage in virtually all national newspapers.
• It was also run as a news feature across the BBC, GB News, and various regional and specialist healthcare verticals.

Sustained Awareness Campaign & Press Office:

• Over the subsequent five months, we maintained an active press office function.
• To drive ongoing engagement and position Nyxoah as a thought leader, we developed a research-informed campaign positioning sleep apnoea as a ‘silent killer’, highlighting the public's critical lack of awareness around the condition.
• We also utilised external consultants and healthcare professionals to create expert-led pieces and secure opinion opportunities in key media.

The results

Our comprehensive six-month PR strategy delivered results that significantly exceeded expectations across awareness, commercial interest, and digital visibility:

• Massive Awareness: The initial launch alone secured 92 pieces of coverage with an audience reach of 2.54 billion. The total six-month campaign achieved 238 pieces of coverage and a total audience reach of 3.29 billion.
• Immediate Commercial and Patient ROI: With no other marketing activity running, the launch coverage immediately resulted in over 75 patient enquiries Genio™ surgery.
• Global Business Inquiries: The campaign's momentum generated over a dozen inquiries from NHS trusts and healthcare centres across Asia and the Middle East, inquiring about bringing Nyxoah and the Genio™ device into their health systems.
• Dominant Digital Visibility: By securing coverage in high-domain-authority publications, a Google search for the condition "sleep apnoea" featured Nyxoah and Genio™ in 8 of the 10 results on the first page.