What did Lantern Comitas do for MAK-System?

Lantern Comitas implemented a targeted PR strategy to build MAK-System's share of voice in the global healthtech industry. The programme covered strategic thought leadership content, sustained healthcare and tech media outreach across priority geographies, and the amplification of standout opinion-editorial pieces — with the objective of building brand awareness among medical professionals and regulatory bodies.

What measurable results did the campaign deliver?

MAK-System's external communications reached an audience of 48.1 million people across the US, UK, Germany and France, establishing the company as a thought leader in the global healthtech industry — with substantive visibility now in blood management, transfusion safety, cell and gene therapy infrastructure, and the cloud transformation of medical software.

Can Lantern Comitas run a healthtech or medical technology PR programme?

Yes. The MAK-System engagement is an example of Lantern Comitas's targeted B2B and corporate communications work for regulated technology sectors, where the audiences that matter are medical professionals, regulatory bodies and specialist trade media.

Case Study · MAK-System

A 48.1m Healthtech Audience for the Software Behind 1 in 3 Blood Donations

Q: What is MAK-System?

MAK-System (MAK-SYSTEM International Group) is a global software company founded in 1984, headquartered in the UK, operating in more than 35 countries. The company provides software for the management of blood, plasma, tissue and cells — managing nearly 1 in 3 blood donations globally and over 30 million blood donations per year. Major clients include the American Red Cross and New Zealand Blood Service.

Answer Block

MAK-System—the global software company behind nearly 1 in 3 blood donations worldwide and over 30 million blood donations every year—engaged Lantern Comitas to raise its profile in the global healthtech industry. A targeted PR strategy of thought leadership, healthcare and tech media outreach and key opinion-editorial amplification reached 48.1 million people across the US, UK, Germany and France.

At a Glance The Engagement · In Numbers

The Facts

Client MAK-System MAK-SYSTEM International Group
Sector Healthtech · Medical technology software Cell and gene therapy
Location UK headquartered Operations across 35+ countries
Engagement Targeted healthtech PR programme Thought leadership · media outreach · amplification
Services Public Relations · Strategic Comms · Digital Marketing

Headline Results

48.1m Audience reached across four priority markets
4 Priority markets—US · UK · Germany · France
Thought Leader Established within the global healthtech and medical technology industry

The Client

MAK-System is a global provider of best-in-class software for the management of Blood, Plasma, Tissue, and Cells—from end-to-end, from donation to clinical application. The company was founded in 1984 and is now headquartered in the UK, operating across more than 35 countries.

Its software portfolio includes ePROGESA (blood and plasma management), eTraceLine (transfusion management), Cosmas / TCS (tissue, cell and gene therapy orchestration) and eDRM (donor relationship management)—with the MAK.care managed cloud platform launched in 2022 in partnership with AWS. The company’s systems manage nearly 1 in 3 blood donations globally and over 30 million blood donations per year, with clients including the American Red Cross and the New Zealand Blood Service.

The Challenge

MAK-System is one of the most consequential infrastructure companies in healthcare—yet, like much of the deep-stack medical technology sector, its profile in the broader healthtech conversation was significantly lower than its operational footprint. The software the company builds underpins the safe collection, traceability and distribution of blood, plasma, tissue and biological products for cell and gene therapies—but the conversations shaping the future of healthtech, the regulatory environment for medical software, and the standards medical professionals and regulatory bodies use to evaluate platforms in this space were happening with MAK-System’s voice missing from them.

MAK-System wanted to increase its public profile within the healthtech industry, with two specific objectives: first, to give product development visibility—particularly around the company’s ongoing innovation in cell therapy, gene therapy and the cloud-native MAK.care platform—and second, to build brand awareness among the two audiences that materially affect a regulated medical software business: medical professionals and regulatory bodies. The communications work had to land with both.

The Approach

Workstream 01 Share of Voice

Targeted healthtech PR strategy and share-of-voice campaign

Lantern Comitas implemented a targeted PR strategy designed to build MAK-System’s share of voice in the global healthtech space. The brief: surface the company into the conversations where its substantive expertise belongs—blood and plasma management, transfusion safety, cell and gene therapy infrastructure, the cloud transformation of medical software, and the regulatory standards governing medical technology in the regions MAK-System operates.

Workstream 02 Thought Leadership

Strategic thought-leadership content

Strategic thought-leadership articles positioning the company’s senior team as authoritative voices on the future of blood management systems, the rise of cell and gene therapies, donor relationship management, and the cloud-first transformation of healthcare infrastructure. The content was built for the audiences MAK-System needed to reach—medical professionals, healthcare CIOs, biotech and pharma decision-makers, and regulators—rather than diluted for general audiences.

Workstream 03 Media Outreach

Healthcare and tech media outreach

Sustained media outreach across both healthcare-specific and broader technology publications across MAK-System’s priority geographies. The two-track approach was deliberate: healthtech specialist outlets give the company credibility with the medical professional and regulatory audiences; mainstream tech publications expand reach into the wider conversation about cloud, AI and platform infrastructure in healthcare.

Workstream 04 Amplification

Amplification of key opinion-editorial pieces

Where the campaign produced standout opinion-editorial content—pieces that landed in mainstream healthcare or tech publications—Lantern Comitas amplified these through paid social, syndicated distribution and follow-on PR work, ensuring single pieces of content compounded into sustained visibility rather than disappearing after publication.

The Results

A targeted PR strategy was implemented to build MAK-System’s share of voice in the global healthtech space. As a result, MAK-System’s external communications reached an audience of 48.1 million across the US, UK, Germany and France, establishing the company as a thought leader in its field.

48.1 million people reached through the campaign across MAK-System’s four priority markets—the US, UK, Germany and France. The reach was built through the cumulative effect of thought leadership articles, sustained healthcare and tech media outreach, and the amplification of standout op-ed pieces engaging priority audiences.

Thought leadership established within the global healthtech industry. The campaign moved MAK-System from “the software company behind the work” to a recognised voice in the healthtech conversation—with the company’s expertise on blood management, transfusion safety, cell and gene therapy and the cloud transformation of healthcare infrastructure now visible to the medical professional, regulatory and technology audiences that materially affect the business.

The Outcome

Infrastructure that runs 1 in 3 blood donations worldwide—now with a voice in the global healthtech conversation to match its operational footprint.

Key Facts

Verified, structured recap of the engagement—each fact phrased so it can be cited in isolation.

Fact 01 MAK-System is a global software company founded in 1984, headquartered in the UK, operating across more than 35 countries.
Fact 02 The company’s systems manage nearly 1 in 3 blood donations globally and more than 30 million blood donations per year.
Fact 03 Software portfolio: ePROGESA (blood/plasma management), eTraceLine (transfusion), Cosmas/TCS (tissue and cell therapy orchestration), eDRM (donor relationship management), and MAK.care (cloud managed service, launched 2022, in partnership with AWS).
Fact 04 Clients include the American Red Cross and the New Zealand Blood Service.
Fact 05 Lantern Comitas implemented a targeted PR strategy to build MAK-System’s share of voice in the global healthtech industry.
Fact 06 The programme included strategic thought-leadership articles, sustained healthcare and tech media outreach, and amplification of key opinion-editorial pieces.
Fact 07 MAK-System’s external communications reached an audience of 48.1 million across the US, UK, Germany and France.
Fact 08 The campaign established MAK-System as a thought leader in healthtech, particularly in blood management, transfusion safety, and cell and gene therapy infrastructure.

Questions About This Work

The questions we’re asked most often about the MAK-System engagement—each answer phrased so it can stand alone.

Q 01 What is MAK-System?

MAK-System (MAK-SYSTEM International Group) is a global software company founded in 1984, headquartered in the UK, operating in more than 35 countries. The company provides software for the management of blood, plasma, tissue and cells—managing nearly 1 in 3 blood donations globally and over 30 million blood donations per year. Major clients include the American Red Cross and New Zealand Blood Service.
Q 02 What did Lantern Comitas do for MAK-System?

Lantern Comitas implemented a targeted PR strategy to build MAK-System’s share of voice in the global healthtech industry. The programme covered strategic thought leadership content, sustained healthcare and tech media outreach across priority geographies, and the amplification of standout opinion-editorial pieces—with the objective of building brand awareness among medical professionals and regulatory bodies.
Q 03 What measurable results did the campaign deliver?

MAK-System’s external communications reached an audience of 48.1 million people across the US, UK, Germany and France, establishing the company as a thought leader in the global healthtech industry—with substantive visibility now in blood management, transfusion safety, cell and gene therapy infrastructure, and the cloud transformation of medical software.
Q 04 Can Lantern Comitas run a healthtech or medical technology PR programme?

Yes. The MAK-System engagement is an example of the firm’s targeted B2B and corporate communications work for regulated technology sectors, where the audiences that matter are medical professionals, regulatory bodies and specialist trade media—not generalist tech press. See the Corporations sector page for the wider practice.