STADA Thornton & Ross
Putting health at the forefront of the national conversation
STADA, a global pharmaceutical company headquartered in Germany, conducts the STADA Health Report on an annual basis. It’s the largest international study of its kind, surveying 27,000 people across 22 countries on topics including wellbeing and healthcare systems.
As part of our corporate communications work for STADA’s UK based Thornton & Ross, we were tasked with taking a deep dive into the UK results of the report, developing a PR campaign to highlight the findings, and ensuring a contingent of UK trade and consumer journalists attended the report’s press conference launch event in Berlin.
The Brief.
The STADA Health Report has been conducted annually since 2014, starting in Germany and since expanding to include countries across Europe and Asia.
We were tasked with developing a campaign to amplify the 2025 Health Report, which had surveyed 27,000 people, including 2,000 in the UK.
With a launch date set for June 2025 in Berlin, our brief was to secure the in-person attendance of trade and consumer journalists from the UK, create and disseminate trade and consumer media content, well as supporting social media content to generate conversations about the report.
A key focus for STADA Thornton & Ross was to secure media coverage with major national UK consumer titles.
The Research.
We conducted in-depth data analysis of the STADA Health Report 2025 data, identifying key comparative statistics on the UK’s perception of health and healthcare in contrast to international counterparts, and used the findings to create media hooks and narratives that would appeal to both consumer and trade media.
The Big Idea.
We positioned the STADA Health Report as the definitive benchmark of public health sentiment across Europe, using compelling UK-specific insights to spark media interest, and reinforce STADA’s position as a trusted healthcare brand.
To help sell-in the report when pitching to the media, we also identified the need to leverage the expertise of a reputable third-party individual, to put the research into a real-world context through commentary.
The Activity.
We developed a campaign targeting industry and consumer audiences, including both media relations and social media content.
- PR and Industry Engagement: Crafted two distinct press releases, one angled to trade media, and one angled to consumer media, picking out newsworthy findings aligned with topical stories including the rise in use of AI. We also a contingent of journalists to represent the UK at the Berlin launch in-person.
- Third Party Collaboration: We secured a quote from a GP ‘medfluencer’ to include in press material as well as social media content, enhancing the report’s credibility as well as driving engagement to the STADA UK account.
- Social Media Content Creation: Developed a suite of social media posts covering the key statistics from the report, to drive engagement on LinkedIn and spark conversations about the nation’s health.
The press conference was attended by the highest number of UK journalists since the STADA Health Report first expanded internationally, with representation from leading trade and consumer media outlets, both regional and national
28 pieces of coverage were secured off the back of this and our own media relations activity, with a reach of nearly 2.5M, including 2.2M online coverage views and 194k print reach.
This included multiple pieces across tier one media including The Daily Mirror, The Daily Express, and The Daily Star. The content created by the GP medfluencer sparked positive online conversations, with a strong level engagement and exposure for the Health Report on socia media.
“For the past few years, we’ve put our full trust in the Fantastic team to deliver the annual campaign around the STADA Health Report.
“2025 has been our best year yet, and it was brilliant to see so many UK journalists in attendance at our Berlin launch. We’ve been delighted with the huge amount of coverage we’ve received, including multiple pieces within prominent national media.
“The STADA Health Report continues to grow in stature, and we’re more than confident to have Fantastic at the helm, amplifying the report in the UK.”
Ross Fraser, Head of Communications, STADA Thornton & Ross
“The STADA Health Report is already recognised across Europe, but we needed to further cement its relevance and importance within the UK media landscape.
“We were tasked with creating a comprehensive and wide-reaching communications campaign that would put STADA at the forefront of people’s minds when it comes to conversations about health nationally, driving awareness and engagement from industry and consumer audience.
“By strategically picking out relevant statistics and positioning them alongside current healthcare narratives, we ensured the findings made waves across national trade and consumer titles, spreading awareness of the STADA Health Report to nearly 2.5 million people.”
Stefanie Hopkins, Communications Director, Fantastic Media
