Who they are & what they wanted
Oushk Pharmacy is an online pharmacy specialising in weight loss solutions. With increased demand for medically supported weight loss treatments, Oushk sought to establish itself as a trusted authority. The brand approached us to raise its national profile and position its founder, Hira Malik, as a credible thought leader in the healthcare space.
Organisational objectives
- Increase brand visibility and credibility in a competitive market
- Drive traffic and sales via oushkpharmacy.co.uk
- Generate leads for healthcare professionals and industry partnerships
Communications Objectives
- Build understanding of weight loss treatments, including their safety, effectiveness, and medical backing
- Differentiate Oushk Pharmacy from competitors in the regulated online pharmacy sector
- Create advocacy with healthcare professionals, media, and influencers
Key tactics included
-
We collaborated with trusted medical professionals to deliver credible, science-backed insights on weight loss treatments, enhancing authority and trust.
-
Real patient stories were integrated into media outreach to humanise the brand and demonstrate tangible outcomes, increasing media relatability.
-
Rather than focus on product promotion, we positioned founder Hira Malik as a thought leader, opening doors to business and healthcare media coverage.
-
We tailored pitches to regional outlets, highlighting local angles and community relevance, which led to strong regional media uptake.
What We Did
We conducted an in-depth analysis of Oushk’s target audience, identifying key demographics and where they consumed information. We used these insights to shape our PR and media strategy, ensuring maximum engagement while navigating the regulatory sensitivities of weight loss treatments.
Our campaign was designed to position Oushk as a credible, science-backed solution, avoiding any pitfalls of sensationalism while capitalising on the growing media interest in weight loss medications.
We also recognised that Oushk’s website was relatively new and had limited search engine authority. To ensure visibility on the day of launch, we recommended a branded PPC campaign so that when audiences searched for “Oushk Pharmacy” or related terms, they could immediately find the official site. This campaign ran alongside the PR push, successfully capturing sales and traffic.
Our Campaign
Understanding that weight loss treatments often attract scepticism, we recommended enlisting a trusted medical professional to support Oushk’s credibility. We collaborated with experts in the field to provide balanced, science-led commentary on weight loss injections and their role in personalised healthcare.
We positioned the campaign as a thought leadership initiative rather than a standard product promotion, ensuring coverage extended beyond health columns into wider news and business media. We also integrated patient case studies to humanise the brand, providing real-life success stories that media outlets could engage with.
Our media outreach focused on capitalising on trending topics such as weight loss injections, obesity management, and the increasing demand for medical weight loss solutions. Through rapid response commentary (newsjacking), we ensured Oushk was consistently featured in high-profile discussions on these topics.
The media response was overwhelming. Journalists were eager to explore Oushk’s role in the weight loss space, and our structured media narrative led to extensive national coverage.
However, with increased visibility came scrutiny. As public conversations around weight loss treatments grew, so did scepticism from certain media outlets and medical professionals. Our carefully crafted messaging, backed by expert commentary and data-driven insights, helped mitigate criticism and maintain Oushk’s credibility throughout the campaign.
The results
We know that the following results were a direct outcome of our PR campaign, as no other paid marketing activity was in place beyond our recommended branded PPC campaign.
Campaign results
- 92 total media coverage pieces across national, regional, and industry-specific publications
- 53 broadcast features on major TV and radio platforms
- 39 print and online coverage pieces with an average domain authority of 76
- Total reach of 311,547,498
- 3,000% surge in new patient sign-ups post-New Year
- Oushk Pharmacy became a recognised name in the weight loss sector, receiving direct enquiries from healthcare professionals and media within days of the campaign launch
- Major influencers and media outlets engaged with the campaign, helping to further spread awareness and credibility
- Every mainstream national newspaper covered the campaign, reinforcing Oushk’s authority in the industry
- The success of the campaign led to further PR opportunities, including expansion into additional healthcare conversations and partnerships
Final Thoughts
The campaign firmly positioned Oushk Pharmacy as a credible, expert-led solution in the weight loss sector. Hira Malik became recognised as a thought leader, and the brand successfully differentiated itself from competitors.
While media interest was strong, the campaign also highlighted the need for continuous education and advocacy to navigate regulatory scrutiny and public scepticism. Moving forward, integrating more patient success stories, research-driven insights, and expanded thought leadership initiatives will further solidify Oushk’s position as a leader in personalised healthcare.
