Cherish PR will provide communications advice alongside high profile media relations for this exciting shardware (software + hardware) therapeutics’ business, as it aims to transform the lives of over ten million people in the UK living with back pain.

As a leading healthtech PR agency, Cherish PR was the obvious choice for BackHug founder and engineer-turned-physiotherapist Chongsu Lee, who designed and created the BackHug technology to offer professional-level back therapy to people in the comfort of their own homes or place of work. He says: “As well as having strong Healthtech PR agency credentials, Cherish is a specialist in PR for startups, and that’s exactly what we need. The have shown real enthusiasm and energy coupled with an understanding of our business. We are excited for our partnership.”

The BackHug device has 26 robotic fingers which loosen stiff joints in the back, neck and shoulder blades. Stiff joints are the root cause of most of the pain we experience but cannot be treated by other devices and are too hard for human therapists to treat, making BackHug the first truly effective solution for joint stiffness and the aches and pains it causes.

BackHug also offers in-app physio consultations to assess users’ needs, with over 2,000+ personalised treatment programme options.

Cherish’s Healthtech PR agency team has begun immediately working with tech media to trial and review this smart, UK designed and manufactured device.

Cherish has continued its steady growth trajectory since joining The Wilful Group in 2021. The agency’s focus on helping disruptive new tech take hold in the UK, whilst supporting established businesses to innovate through digital PR, has attracted many firms who are transforming their B2C communications.

Cherish Founder and Wilful Group Co-CEO, Rebecca Oatley comments: “As one of the UK’s leading tech PR firms, we have helped many incredible technology companies on their growth journeys. We can see how important the BackHug device will be in combatting the UK’s huge back pain problem. It’s great to be a part of this exciting Healthtech phenomenon in the making.”

About Cherish PR

Cherish PR is a UK public relations agency focused on helping innovative new business models and disruptive technologies scale. Cherish works with emerging business and established brands to transform their consumer communications for a progressive digital, social and planet conscious age. In 2021, Cherish merged with Gong Communications to establish The Wilful Group.
https://www.cherishpr.com/

About BackHug:

BackHug, is the smart therapy device that delivers professional-level back therapy to people in the comfort of their own homes or place of work. BackHug reduces back ache by de-stiffening joints with 26 robotic human-sized fingers that adapt to your unique back curvature and measures back tension using its proprietary ‘Spinemap’ technology.

BackHug’s mission is to transform the lives of over eleven million people in the UK living with back pain. Designed by engineer turned physiotherapist Chongsu Lee and manufactured in the UK, BackHug offers in-app physio consultations to assess users’ needs, with over 2,000+ personalised treatment programme options through its subscription service.