Visit of German ATOS Clinic Group Specialists to Armenia
DATE
August – September, 2018
Client
Service
Strategic Communications, PR Support
Category
Healthcare
Overview
SPRING PR was entrusted with the strategic communications and media relations support for the official visit of a delegation of German sports medicine and traumatological surgery specialists from the internationally renowned ATOS Clinic Group to Armenia in September 2018.
The delegation included senior leadership and leading medical experts: Head of ATOS International Sabine Heckmann, international healthcare management consultant Anaid Jansen, Deputy Medical Director of ATOS Clinic Heidelberg and sports medicine specialist Dr. Med. Sven Lichtenberg, Chief Physician of ATOS Clinic Cologne Dr. Med. Dirk Tenner, orthopedic surgeon and hip resurfacing specialist Dr. Raimund Volker, and healthcare infrastructure consultant Naira Nacke. ATOS clinics are globally recognized for treating elite athletes, including Boris Becker, Franz Beckenbauer, Vladimir Klitschko and Dirk Nowitzki, as well as members of leading European football clubs.
The visit included a series of high-level meetings and professional engagements aimed at knowledge exchange, institutional cooperation and sector development. The delegation met with the Deputy Minister of Healthcare of the Republic of Armenia Anahit Avanesyan, the Rector and professors of Yerevan State Medical University, representatives of the “My Step” Foundation, as well as professionals at Wigmore Medical Center, the Homeland Defender’s Rehabilitation Center at Heratsi Hospital, the National Olympic Committee of Armenia and the “Hay Mayrer” NGO. During these engagements, ATOS specialists shared professional expertise, conducted consultations and provided medical support.
The visit marked ATOS Clinic Group’s first engagement in Armenia and was positioned as an exploratory step toward long-term cooperation, professional exchange and collaboration with Armenian medical institutions, sports organizations and healthcare stakeholders.
Strategy
SPRING PR led the strategic communications for the visit, shaping its positioning as a professional, knowledge-driven initiative centered on medical expertise exchange, international cooperation and institutional dialogue within Armenia’s healthcare and sports medicine ecosystem. All communications were designed to emphasize the visit’s long-term value, presenting ATOS Clinic Group’s presence as part of a broader commitment to professional development and cross-border collaboration.
Strategic communications were implemented in close coordination with host organizations, public institutions and partner entities to ensure consistent messaging, protocol accuracy and aligned narratives across all engagements. SPRING PR worked jointly with government bodies, academic institutions and healthcare partners to structure communications around the visit’s official status and its relevance to Armenia’s healthcare development agenda, maintaining clarity and coherence throughout all meetings and public interactions.
Within this strategic framework, SPRING PR managed media relations as an integrated communication channel. The team conducted targeted outreach to leading national media, prepared journalists with structured background information and thematic context, and facilitated interview opportunities that reflected the visit’s professional scope. On-site, SPRING PR coordinated media presence, guided information flow and ensured accurate, timely coverage across news and professional platforms.
The communications cycle was extended through coordinated post-visit outreach, media monitoring and coverage evaluation. Visual documentation and approved materials were managed to support both media and institutional communications, reinforcing the visit’s positioning as a substantive and forward-looking engagement contributing to dialogue, knowledge exchange and future cooperation between Armenian and international healthcare institutions.