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Interaction Marketing and Public Relations

An independent full service public relations
and marketing consultancy

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About Interaction

As an independent full service public relations and marketing consultancy specialising in healthcare, we give you access to an innovative strategic and creative team informed by the experience of more than 20 years.

With an unwavering focus on outcomes and a strong team of talented professionals in relevant disciplines across all media, we take a holistic approach to meeting your business objectives. Our only vested interest is in solutions that work.

Together with our wide-ranging network of senior industry contacts, this combination of skills underpins our reputation for fresh ideas, sound judgement and flawless execution.

Interaction delivers results as opposed to simply discussing ways to achieve success!

Who We Are

The Interaction team includes former national newspaper journalists, communications specialists, corporate strategists, medical writers, healthcare professionals, graphic and web designers, digital and social media experts, event managers and IT, marketing and research specialists.

In all these spheres, Interaction has built a reputation for innovation, professionalism and we proactively seek new opportunities to support our clients’ business objectives in line with their brand values.

With years of working as a tight-knit multidisciplinary team, our collective experience is combined in different permutations according to the project in question. In all cases, one or more senior directors are always personally involved.

All public relations campaigns encourage people to believe in and act on your messages, but where others talk at your audience, we talk with your stakeholders.

Founder and Managing Director

Trained as a journalist in regional newspapers before progressing to national media, Managing Director Karen Rowe was headhunted by one of the top three PR agencies in the 1980's. Rapidly promoted to become the youngest board member, she worked on global brands and issues management before founding Interaction to realise her vision for a new and more responsive type of healthcare public relations and marketing consultancy.

Having served on several NHS committees, Karen was recruited as an assessor for GP and pharmacy contracts. Drawing on this broad experience at a senior level, Karen developed award-winning solutions to many communication challenges and assembled Interaction’s high quality team.

The Interaction team – big enough to do the job, but small enough to care.
  • About Interaction
    About Interaction
  • Who We Are
    Who We Are
  • Founder
    Founder and Managing Director

What we do

The nature of our work is to change behaviours by winning hearts and minds through educational and awareness-raising programmes, direct marketing initiatives, incentive schemes, live events and healthcare policy campaigns; using every combination of media from traditional print, press and broadcast through to innovative digital and interactive resources.

We are retained by NGOs, charities, global companies and their UK affiliates to advise on a wide variety of corporate and brand communications challenges, including issues management, education and awareness projects, celebrity partnerships and CSR programmes.

Interaction also has specialist experience in medical advocate identification, profiling, stakeholder mapping, KPI setting, theme development, speaker briefings/presentations, web conferencing and hybrid meetings. We also provide full logistical support, internal approval management and our own compliance consultants.

See the big Picture

To capitalise on all the exciting new possibilities for corporate and brand communications in today’s digital world, you need a partner with a genuinely 360-degree approach.

At Interaction our extensive experience allows us to look at the bigger picture, bringing fresh insights and innovative thinking. It’s an outcomes driven approach that adds strategic foresight to your immediate objectives.

We call it panoramic PR.


Stakeholder engagement

Many campaigns talk at stakeholders and fail to fully engage audiences. Stakeholder engagement requires a new set of skills within companies and organisations. Understanding the perspective of external stakeholders is often not considered part of the day-to-day strategy of an organisation’s core business… often to the detriment of the business.

Developing a strategy of who to engage with, when, why and what for can dramatically improve outcomes.

Talking Red

A bleeding disorder is a serious lifelong condition often requiring daily treatment and specialist care. Whilst the most well known condition, haemophilia, affects mainly men, there are in fact tens of thousands of women in the UK living with a bleeding disorder without even knowing it.

The Haemophilia Society is the only UK-wide charity dedicated to supporting all people with bleeding disorders. Interaction has worked on numerous programmes for the Society so the team was delighted to be asked to develop a campaign that would drive public awareness and engage women living with bleeding disorders.

Interaction's team of creatives developed a bespoke programme starting with the Talking Red name and logo. The PR team devised the Talking Red awareness week and flagship activities, Paint it RED and Red Knickers Night to engage women of all ages and create a fun campaign that would appeal to the public, healthcare professionals and potential corporate and celebrity supporters.

In just two years the campaign has had a media reach of 65 million including features in the Daily Mail, Mirror, Cosmopolitan, Woman's Own and a home page slot on the UK's biggest online support network, Mumsnet.

Our comms team secured corporate and celebrity supporters including Gok Wan, Emilia Fox, Carol Smilie, Next, Period Box and Diary Doll.

Visit for more information.

Talking Red

Influencing the influencers

The Buddy Awards

Working with patient organisations to raise awareness

Interaction developed the highly successful Buddy Awards programme for the UK Haemophilia Society, with the support of Novo Nordisk, to increase public and political awareness of the needs of the bleeding disorders community.

Launched at an event in the Houses of Parliament attended by MPs, policymakers, media and representatives of the medical and patient communities, the programme invites young people with haemophilia to nominate a friend, teacher, nurse, carer or family member who helps them cope with the everyday challenges of living with their condition.

Now in its fourth year, and rolled out worldwide by Novo Nordisk with national Haemophilia Societies, the Buddy Awards programme has itself been recognised with several awards.

Buddy Awards
Buddy Awards

Standing out in crowded markets

The diabetes pandemic

Meeting your needs in a challenging market

As the complex diabetes market continues to evolve with the rising incidence of the condition, with new therapies, more and more national guidance and widespread confusion in primary care about how to manage patients most effectively, the brands involved face major challenges in terms of securing market access and cutting through the noise to deliver brand messages.

Interaction has worked in diabetes for over a decade with multiple partners. Our work includes raising awareness with school children on World Diabetes Day of the importance of exercise to helping to launch new classes of drug, developing communications strategy for NICE guidance announcements and identifying and mobilising international opinion leaders. We produce authored supplements in multiple languages, organise national and global satellite symposia, develop educational materials for patients and other stakeholders, host awareness events, support specialist parliamentary groups and produce generic publications.

Standing out in a crowd

Creating an identity

Bringing values to life

Interaction worked with Takeda, Japan’s largest pharma company, to develop a vibrant identity for ‘Takeda-ism’ in the UK, their corporate philosophy and values. In line with global strategy, the identity and messaging we produced had to reflect each element of the company’s unique strategy and help bring the concept to life for all employees. A circle of strength featuring each element eventually cleverly metamorphosed into Japan’s unofficial national flower – the cherry blossom. The unique identity was subsequently developed into a wide range of support materials for the UK affiliate.


Corporate Responsibility

Imaginative ways of creating value

England Amputee Football Association

Disproving the misconception that high profile CSR initiatives are essentially philanthropic gestures by very large corporates, Interaction developed a campaign for Takeda that started small but continues to generate enormous value in terms of employee morale, and by inspiring external stakeholders and the media.

Takeda’s therapy areas include diabetes and osteosarcoma, both of which can lead to limb amputation. We therefore identified an inspiring group of individuals who have overcome diversity to form the Great Britain Amputee Football team. The programme helps to raise awareness of the sport and encourage other amputees to become involved, demonstrating that losing a limb, whether through cancer, on active service or some other misfortune, needn’t prevent you from leading a full and active life.

Reaching out to potential players and supporters has encouraged multimedia support including coverage by the BBC’s One Show, Granada TV, regional television news and feature programmes as well as radio and print coverage reaching audiences of 8.8 million to date.

Amputee Football
Corporate Responsibility

Crisis Management

As every business leader knows, even small issues can all too easily escalate to crisis proportions if mishandled, with potentially catastrophic consequences.

Speed of response is vital, and the media must be managed to ensure that clear, concise and informative messages reach the right audiences.

This is an area in which Interaction combines specialist expertise with long experience – especially of the pitfalls to avoid.

By their very nature, these interventions are confidential, but they include drug issues such as shortages, withdrawals and contamination, faulty appliances and quality control concerns, animal activist campaigns and countering alarmist media announcements. As the MD of a major pharma company observed, “The best work that’s been done for us is the work you’ve done that can’t be talked about.”

Whatever the issue you face, your brand reputation is in safe hands with Interaction.

Crisis Management

Online expertise

The digital space is the future, and Interaction has the experience to guide you there.

Website Development

Website Development and Management

With comprehensive capabilities in every aspect of website design and content development (including site analytics, strategic content analyses and competitor research), Interaction develops and manages the online presence of multiple organisations and individuals, from leading pharma companies, to charities, sportsmen and healthcare groups.

Patient Programmes

Patient Engagement

Educating patients so that they can make informed choices, not just about their care but about their overall lifestyles, is vital. Patient engagement has been described as the next “blockbuster drug” but in truth many parts of the NHS are still only paying lip service to it.

Online resources are increasingly being seen as a way to support patients.

Interaction develops and manages bespoke interactive sites such as the Chiesi Enable site. Designed to help cystic fibrosis patients manage their regime of multiple medications and personal clinical targets, this confidential site was developed with the Chiesi team and a panel of therapy area experts to give patients a convenient way of keeping track of their medications, adherence records and clinical targets, either with a carer at their local clinic or as a simple personal record system.

Internal Programmes

Employee Engagement

Employee engagement is about an organisation’s culture rather than just a strategy.

Engagement is about creating opportunities for employees to connect with their colleagues, managers and wider organisation. An engaged employee is aware of the business context, and works with colleagues to improve performance within the job for the benefit of the organisation.

Interactive internal programmes are an important element that can encourage engagement. Interaction has extensive experience in online programmes, ‘Lunch & Learn’ initiatives, creating fun ways of up-skilling workforces, evaluating initiatives that all help to engage the most valuable asset on any organisation – the people who represent it.

Social Media

Social Media

Many major companies and organisations feel they must be involved in social media but companies need to focus more on how to be social and less on how to do social media.

Social media is so much more than Twitter and Facebook, it is an integral part of PR strategy. With all the new tools and platforms constantly emerging a social media strategy can often be lost.

Social media can help accomplish several business objectives but finely targetting and analysing your audiences and evaluating potential effectiveness is essential.

The holistic approach and experience of the Interaction team helps you to engage and interact with your target audience on social media.

Animal Healthcare

Myriad of initiatives

Animal healthcare and welfare has been an integral part of Interaction’s portfolio since the company was founded. Working with multiple stakeholders we have been involved in a kaleidoscope of programmes including: the development of Codes of Practice for the management and care of equines; farm animals vaccine guidelines; organising dog fashion shows, collaborating on the strategy for selling companion animal nutrition within veterinary practices; as well as working closely with government organisations in both the UK and Europe.

PMU Farming

PMU Farming

Conjugated equine oestrogen has been used as a component of female healthcare pharmaceuticals for almost 70 years. The farming process in Canada involves multiple stakeholders and has far reaching implications for the care and welfare of equines. Interaction has been pivotal in the strategic care management and global communication and education process for over 15 years.


Mutley & Fifi

A bespoke dog fashion house required creative public relations to show case their ranges of dog fashion wear. Celebrity pooches were pictured modelling and using their wears including dog lover Paul O’Grady’s doggy guests on his afternoon chat show.


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Internal Programmes

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Talking Red

Contact us

To explore how we may be able to support your business, please get in touch:

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