Hotwire UK MD Matt Cross joined the global PR and communications agency in 2012 as a director, making the step up to deputy MD of the UK business one year later. Prior to Hotwire, Cross spent eight years with European tech PR agency AxiCom, after a successful career in recruitment. According to PRWeek’s Global Agency Business Report, with revenues of £7.2m, Hotwire was the 36th largest in the UK in 2015.

In his conversation with Hot Topics, Matt outlines the importance of successful communications strategies for health tech companies, convincing the older generation of their benefits, and what governments can do to help with both.