Case Study:

Origin B2B Digital PR Case Study

Creative Reactive PR for a B2B client


Origin Pharma Packaging is an innovative healthcare packaging and supply chain services provider.

The Brief

Screaming Frog has supported Origin Pharma Packaging’s business objectives through Digital PR for over five years.

Historically, our campaign focused on building brand awareness and driving enquiries through more traditional B2B PR, such as interviews, commentary and thought leadership articles. With this work we targeted media outlets read by Origin’s target customers and boosted their reputation as experts in the field.

However, we wanted to accelerate Origin’s link building efforts too, to support its wider SEO objectives and further diversify their link profile.

Our Strategy

Our strategy over the years typically focused on building brand awareness and cementing Origin as market leading experts within the pharmaceutical manufacturing, packaging and supply chain field.

To do this, we prioritised securing thought leadership opportunities within relevant B2B media outlets, such as Packaging News, Contract Pharma and European Pharmaceutical Manufacturer.

However, to support Origin’s wider SEO objectives we sought to introduce reactive PR strategies into the campaign, targeting high authority consumer media outlets. This meant we were able to diversify their backlink profile and boost the number of referring domains – two important ranking factors, alongside relevancy.

We monitored the news to find breaking and developing stories relevant to health and pharma that Origin could comment on, offering journalists advice-style content for their readers. Examples include:

  • New Covid vaccine is inhaled rather than injected – what you need to know
  • Six hidden rules about lateral flow tests people are being urged to know
  • When will NHS prescription prices go up and how much could it increase by?
  • Scientist issues dire warning as drug pollution in rivers may DECIMATE fish stocks
  • Prescription medicine rules can be real headache for unsuspecting holidaymakers
  • ‘Potentially very dangerous’ NHS prescription scam emerges sparking serious warning

The PR service we receive from Screaming Frog is hugely valuable in building our brand's reputation in a competitive niche, driving high-quality sales leads and helping us diversify our link profile in an authentic and trustworthy way. The media coverage Origin has received over the past year is a testament to Screaming Frog's creative and bold reactive PR strategy, placing us at the centre of global and national news stories related to the health landscape in which we operate.

Steve Brownett-Gale

Marketing Lead

Featured In...

Below is a small selection of mainstream consumer media coverage we secured through reactive PR techniques since the start of 2022.

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Pieces of Coverage


New Referring Domains


Average Domain Authority



Since initiating a reactive PR strategy for Origin Pharma Packaging, Screaming Frog have secured:

• 141 pieces of coverage in national, regional and consumer media publications
• 119 backlinks to Origin’s domain
• An Average Domain Authority of 67 from coverage
• 31 backlinks with a domain rating of 80+

This has resulted in a 53% uplift in organic sessions when compared to the previous year.

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