Objective
Pure Sports Medicine is one of the UK’s leading multi-disciplinary sports medicine and physiotherapy clinics, with a roster of expert practitioners spanning injury rehab, pelvic health, podiatry, sleep, nutrition, and sports performance. Despite its clinical credibility, the brand had limited earned media presence, and we set out to change that.
The goal was to supercharge a proactive press office that positioned Pure Sports Medicine’s clinicians as expert voices on a national scale and translate PR activity into measurable SEO and brand authority results.
Solution
Following a website migration in June 2025, we redefined our PR approach with a structured press office that thrived on two distinct workstreams for the next year:
- Reactive press office: A rapid-response media monitoring and pitching workflow became our lifeblood; responding to journalist requests and identifying trending health and sports topics across national, consumer, and niche interest titles.
- Proactive expert positioning: Targeted outreach with the view to place Pure Sports Medicine’s practitioners as authoritative commentators in lifestyle, health, fitness, and sports media has helped build long-term relationships with key editors and journalists.
To support this, we also developed a more comprehensive approach to new and newsworthy developments that included:
- Clinic news and launches: Press releases focused on real tangible news items were outreach on a local and national scale with positive engagement that demonstrated the strength of the media list and messaging.
- Expert article programme: Supporting the development and positioning of long-form articles submitted under clinician bylines to key industry publications has helped build owned commentary alongside earned coverage and supporting Pure Sports Medicine’s SEO content strategy.
- LiveWell media experiences: Hosting media for real life experiences has helped to build journalist familiarity with the brand and its wellness proposition.
Media coverage between June 2025 and June 2026 increased tenfold, spanning national press, consumer lifestyle, sports, and health verticals including The Times, The Guardian, The Independent, The i Paper, Stylist, Marie Claire, Runner’s World, Men’s Fitness, Women’s Fitness, Cycling News, SheerLuxe, AOL and more!
With an even split between linked and brand-mention placements, follow and no-follow links – PR activity has helped in nurturing a natural, high-quality backlink profile for Pure Sports Medicine and driven real results in Search.
Value
This amped up approach to PR following a June 2025 website migration (between summer 2025 and summer 2026) saw a marked impact on key metrics. 2026’s 473% YoY increase in earned media coverage with placements averaging >74 domain authority was a huge contributor to key awareness metrics.
Our post-migration PR strategy not only got good our client coverage with great citation creds, but had a compounding effect in its contribution to digital metrics including:
- +202% increase in direct traffic
- +138% increase in backlinks
- +43% increase in referral traffic
- domain authority increase (57→64)
This is a direct indicator of growing brand awareness and recall driven by investment in PR and demonstrate that PR value is not just measured in the coverage itself. In 12-18 months, a structured press office helped transform Pure Sports Medicine’s earned media footprint while producing a measurable and compounding effect on brand awareness.
For Pure Sports Medicine, investment in PR is converting into longer-term strategic value that we will continue to build on for years to come.