Hook
Highly regulated can still be highly spectated.
The challenge
Healthcare PR in the UAE requires MOH approval for every release. Fakih IVF and Bareen International Hospital had virtually no media coverage due to these types of restrictions.
The solution
C&B leveraged doctors as trusted voices, pre-arranging interviews, pitching expert commentary, and gradually securing MOH approval for releases. Over time, feature stories and events widened coverage.
The impact
Within less than a year, PR value reached $2.6 million, far exceeding KPIs.