Not all innovations get an audience with the PM.

But even Tony Blair wanted to know more about the benefits for the NHS of Zimmer’s revolutionary 2-Incision hip replacement procedure once he saw the media coverage.

And few could escape it. 600 on-message pieces in one day with all but one news bulletin and national newspaper covered.

Of course, we’d already raised surgeon interest – by 1,000% - and training courses were over-subscribed as a result.

The end result of our award-winning work with leading surgeons to ensure the full support of the medical community.