The Challenge

Brainlab is a global digital medical technology pioneer founded in 1989 and headquartered in Munich. The company employs more than 1,500 people in 20 offices around the globe. Brainlab serves physicians, medical professionals and their patients in over 5,600 hospitals in 116 countries.

Brainlab creates software-driven medical solutions that digitize, automate and optimize clinical workflows for neurosurgery, spine, trauma, craniomaxillofacial (CMF), general and vascular surgery as well as radiotherapy and radiosurgery. Core products center around surgical navigation, radiotherapy, digital operating room integration, and information and knowledge exchange.

The German company has been focused on the Middle East quite early on in its development and has several institutions using their technologies in the region. The company intended to enhance its presence in the Middle East, especially the GCC.

Brainlab developed a pioneering tumour treatment technology, the Novalis Radiosurgery. The company planned to showcase the new technology during the Arab Health 2019 in Dubai, the largest medical exhibition and conference in the Middle East.

Brainlab, engaged bridge:media to plan and organise a press conference on the sidelines of the exhibition, announcing the planned application of the company’s new technology in Kuwait, the first GCC country to receive the revolutionary treatment technology. The Founder and CEO of Brainlab, was the main speaker. The final objective of the press event was not only to announce the new technology, but also to promote awareness in the region about the Brainlab.

bridge:media's approach

bridge:media's services for Brainlab encompassed all stages of event management and PR campaigning including messaging, media relations as well as organisation of a press conference.

In order to maximise the outreach of the news about the new technology, press releases in English and Arabic were created and disseminated amongst national, regional and pan-Arab media outlets. Furthermore, bridge:media arranged interviews with various television and radio stations on a local and regional basis, with a target audience of different demographics and behavioural values.

The press conference was planned as high-level event attended by international journalists. bridge:media was responsible for both, media relations and invitation management. These tasks implied the creation of a media list, while a continuous liaising activity was carried out with journalists to guarantee a large number of attendees from various media outlets.

Moreover, an interview with the CEO of the company was arranged with a major TV channel in the UAE.


bridge:media's campaign for Brainlab resulted in an effective programme, which obtained not only an outstanding media coverage, but also a remarkable journalists' participation.

A large number of representatives from Arabic, English and German media outlets attended the press conference, ensuring an extensive media coverage in distinct media categories. The goal of achieving a high level of publicity and media coverage in Arabic and English language for Brainlab and its technologies in the GCC, and the region, was reached successfully.

Such services also extended to cover the Brainlab’s participation in the Arab Health 2020 where it showcased its latest innovative software-driven medical technology and digital surgery portfolio.

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