In the lead-up to World Kidney Day, 2026 P&B Communication, KE worked with Parklands Kidney Centre (PKC) on a media campaign designed to help reposition conversations around kidney disease from reactive treatment to preventive screening and early detection.

Our client’s long-term objective was to increase awareness around preventive kidney screening, particularly among high-risk adults, while strengthening the cenre’s authority in renal health.

Given the technical nature of the Nephrology field, we first engaged in indepth discussions with the experts to understand their expertise and the most crucial insights they wished to share with the masses. From these engagement we were able to come up with a timely and relevant story angle.

We also integrated this campaign with their digital (Search Engine strategy) to track reader interest in the long term beyond media placements.

We then embarked on targeted media outreach, story development and prepping inerviewees as well as journalist briefing to ensure the messaging remained aligned with the client’s goals while still providing strong editorial value.

The Strategy

Instead of pitching a promotional healthcare story, we positioned the campaign as a public health and preventive care discussion timed around World Kidney Day. The messaging focused on one key idea:

“Kidney disease is often detected too late and preventive screening is the first line of defence”.

We tailored the messaging differently for print, digital and broadcast health journalists while maintaining consistency in the core narrative.

The campaign achieved a 40% journalist engagement rate which is significantly above the typical 10–20% response rate for PR pitches in Kenya.

Media Placements Secured

The campaign secured powerful Tier-1 mainstream media placements:

• A full-page feature in a leading Business paper, which reached the perfect audience comprised on C-suite executives.
• Syndication of the story by the biggest newspaper in the country (by circulation), thus reaching a mass audience.
• A national TV feature on a tier one outlet during prime time news hour.

Importantly, the campaign maintained strong message control throughout the process. Both the print and broadcast coverage reinforced the client’s preventive screening narrative rather than focusing exclusively on late-stage treatment.

The syndicated version of the article also appeared among the publication’s top trending stories of the day, signalling strong public interest in the topic.

Related

Translating Patient Stories into National Policy & Public Awareness

Impact

The placements in tier one media outlets not only reached countless masses, but it also generated productive conversations around renal health.

Beyond brand authority, mass awareness and national visibility, the campaign also delivered measurable digital impact.

Following the media coverage, the client experienced a significant improvement in Google search visibility, moving from an average position of six on page one to positions one to three for several high-intent kidney health related keywords before stabilising at a higher ranking position overall. Their brand continues to enjoy numerous appearances on AI overviews which are critical increasing digital visibility.

The campaign also contributed to a more than 60% increase in website traffic after publication and broadcast.

Internally, the client also reported increased patient activity reinforcing the commercial value of strategic health communications when aligned with business objectives.

This campaign demonstrated that well-positioned earned media can do more than generate publicity. It can strengthen authority, shape public health conversations and create measurable digital visibility for healthcare brands.

Further, the campaign reflects P&B Communication KE’s growing focus on strategic healthcare PR. By leveraging media relations, public health storytelling and digital visibility we aim to help healthcare brands with audience engagement.