The solution

After several initial discussions, we concluded that it was essential to first define the business objectives that PR activities should support or complement. Without them, it makes no sense to blindly send press releases to the media. The company might gain media coverage, but it would not contribute in any way to achieving their higher-level goals.

The company is built on a strong professional foundation and is the only one in the Czech Republic whose product is certified by the State Institute for Drug Control. VR Medical is a tool for rehabilitation (physiotherapy and occupational therapy), activation, cognitive training, and diagnostics. It consists of a simple virtual reality headset equipped with specially developed software.

The team works hard on continuously improving the product but, as a result, has little space to focus on marketing communication and brand building.

Before delivering the final media outputs the client wished for, it was necessary to first prepare:

– a comprehensive business strategy,
– a marketing strategy,
– a media strategy,
– definition of goals,
– and last but not least, a revision of the brand and existing communication tools.

We provided all of this for the client, and with our help, the company transformed from an unknown player into a prominent brand, with its CEO named IT Personality of the Year. That meant going back to the very basics – building a business plan, a marketing strategy, defining the brand, creating a corporate identity, and updating the website.

The main goal was product sales supported by a clearly defined go-to-market strategy, with a secondary goal of building brand awareness in selected market segments as well as among the general public.

The key target group primarily included hospital management, doctors, physiotherapists, rehabilitation facilities, and spas. A secondary audience consisted of potential investors.

Research among these target groups revealed, among other things, that they prefer working with already established or media-visible brands.

VR Medical therefore faced the challenge of developing a new communication strategy, which also required the preparation of essential brand assets and a new web presentation.

The originally conservative medical brand without a strong identity needed to undergo a significant transformation into a more relaxed, visionary startup brand — one that remains relevant to the medical field while also becoming recognized within investor circles.

After clarifying that mere cosmetic adjustments would not be enough and that a thorough transformation was needed, we organized a so-called Discovery Lab for VR Medical – a strategic experiential workshop focused on collective exploration and (re)definition of the brand and its communication. This allowed us to establish clear business and communication objectives for the brand and to understand its core values and vision.

Brainz Studios supported the process by preparing website wireframes, designing the corporate identity, logo, and other graphic assets, as well as producing video and photo content.

At the same time, we focused on building the personal brand of the founder and CEO, Konstantin Novikov, both through traditional media and via LinkedIn. Thanks to continuous name-building, he was recognized as IT Personality of the Year.

Within just a few months, VR Medical gained the robust “packaging” it had been lacking from the very beginning.

The final outcome also included the originally requested PR strategy and the resulting media coverage. Communication built on the solid foundation of a strong brand resonated with the press.

Nationwide mainstream media
VR Medical was covered by nationwide mainstream outlets that have begun to view the company as an industry leader (MF Dnes, Deník, a major profile interview in Ekonom, as well as reports from ČTK), as well as regional media (Plzeňská Drbna, Plzeňský Rozhled, jihlavska.drbna.cz, regionplzen.cz).

Business, technology, and IT media
Articles appeared on the tech site CzechCrunch, and SJ.News produced a video report. VR Medical also attracted attention in specialized IT media such as Chip and portals like Svět Androida, systemonline.cz, and ExportMag. ComputerWorld even ranked Konstantin Novikov among the top IT personalities of the year.

Specialized medical media
VR Medical was also featured in professional medical outlets. Medical Tribune published a major interview with the CEO, while company representatives and experts discussed the product in the podcasts SF Talk and Medicína Srdcem. Articles appeared in Revue 50plus and HospitalIn, as well as on the lifestyle portal kudyznudy.cz. The biggest reach so far, however, was a primetime TV news feature on TV Nova.

Award nominations
A crucial confirmation of the company’s growing reputation in the very field on which the expansion of VR Medical depends most is its nomination for the prestigious international VR Awards in the Healthcare of the Year category.