As part of the ongoing work Merchant’s PR team does with Spire Bushey Hospital in Hertfordshire, it was recently tasked with promoting a new procedure for ‘claw hand’ offered by orthopaedic consultant Mr Elliot Sorene.

New orthopaedic treatment for Dupuytren's

Two million Brits suffer with Dupuytren’s contracture, the medical name for the genetic condition which causes the connective tissues in the palm to gradually thicken and pull fingers inwards.

The new treatment for the condition performed by Mr Sorene uses a drug called Xiapex containing the enzyme collagenase, which is injected into the thickened tissue to dissolve it with no anaesthetic necessary.

The PR team achieved a full page of coverage in the Mail on Sunday (2 million readers weekly) and in its Health section online (2.1 million unique daily visitors) for the procedure and featured one of Mr Sorene’s patients championing its success.

Mail article increases enquiries and procedures

Mr Sorene became the most searched consultant on Spire Bushey Hospital’s website with 72 hits to his page over two days following the article’s publication and 15 direct enquiries regarding the procedure.

He has performed 16 Xiapex treatments (with prices from £1,400) since the media coverage in November 2011.

Read the full Daily Mail article to find out about how our case study felt about their experience.

Find out more about Spire Bushey Hospital and the procedure.