Skin Analytics: Launching DERM Zero, a World-First at HLTH Europe
Solution
Skin Analytics was preparing to unveil DERM Zero on the HLTH Europe main stage, a genuine world-first: an autonomous, Class III-regulated skin cancer assessment that runs on a standard smartphone, with no specialist equipment required. A moment this significant needed a communications operation that could keep pace with a live announcement while sustaining momentum across an intense period of activity.
SomX ran an integrated, highly reactive programme around the launch:
- Reactive PR & media relations: securing national coverage including the Daily Mail ("AI smartphone app spot deadly skin cancers"), an Australian press release, and a UK Parliament TV mention, working each opportunity as it broke to keep the story timely.
- Live-event content: shot lists, quote cards, carousels and roundups produced on-site and in near-real-time across HLTH Europe and the British Association of Dermatologists Annual Meeting.
- Social strategy & management: a fast approve-and-post cadence that turned launch beats, clinical wins and partner activity into a steady stream of content.
- Awards & thought leadership: HSJ Awards entries and supporting materials.
- Design & creative: multilingual calculator assets, quote cards and two-page explainers.
Results
The DERM Zero launch landed as a flagship moment, amplified by a communications effort the client described as running "like clockwork":
- 5000% increase in organic social traffic to the website in the days around the announcement.
- National and international coverage secured, including the Daily Mail, Australian press and a UK Parliament TV mention.
- Anchored on DERM's proven track record: 230,000+ patients seen and 20,000+ skin cancers found across the NHS since 2020.
- Sustained, on-time content across HLTH Europe, the announcement, and surrounding clinical and awards activity.
"Just wanted to say how amazing you've all been in being reactive and getting great content out at the right times to support the activities we've been running. Social and web metrics look amazing (5000% increase in organic social traffic to the website over the last couple of days). Have been really grateful for it all feeling like clockwork."
Huw, Skin Analytics
Reflection
DERM Zero showed what an embedded, reactive comms partner can do around a major product moment, turning a single main-stage announcement into national coverage and a step-change in owned-channel engagement. The engagement has since moved to a rolling retainer.
