care uk
TRANSCRIPT
CONNECTING WITH PATIENTS AND THEIR FAMILIES LOCALLY : CARE UK
Client name Sector Timeframe Budget
Care UK Acute care service
February – November 2014 £3,900 per month
2 Credentials | © Journalista 2015 | journalista.co.uk
In 2014, Journalista won a competitive pitch to increase brand awareness around Care UK’s 11 NHS treatment centres. Our objectives were to: • Establish Care UK’s reputation as a
market leader for NHS secondary care services, especially within areas surrounding it’s 11 regional treatment centres.
• Drive up the number of potential patients actively seeking Care UK as a preferred provider and number of GP referrals to Care UK for secondary care services.
• Create a perception of Care UK as a clinically driven organisation that is a trusted source of advice and patient guidance.
Challenge Results
10+ created bank of more than 10 in-depth case studies
524,000 audience reached through targeted trade, local and regional media coverage
CASE STUDY: CARE UK
• Patients have limited understanding about choice and so don’t know they can choose to be referred to local treatment centres.
• Services are only available upon referral so only pertinent to a specific section of the UK’s population.
Insight
5+ Developed strong relationships with more than 5 regional, local and trade journalists
Strategy
• Create a database of local, regional case studies who have been treated at each of the 11 treatment centres.
• Interview and write interesting human interest stories with a local flavour that help build Care UK’s reputation for secondary care services.
• Engage clinicians in comment pieces and quotes for publication to establish Care UK as an authority on patient guidance.
• Created case study bank from scratch of more than 10 case studies from across Care UK’s 11 treatment centres.
• Organised an interview and sign-off template, conducted interviews, liaised with case studies and wrote human interest stories for local, regional and trade press.
• Organised photography, created photography brief and ensured publishable pictures accompanied case studies.
• Engaged clinicians for comments and expert insights for press articles.
Creative
3 Credentials | © Journalista 2015 | journalista.co.uk
OUTPUTS: COVERAGE
4 Credentials | © Journalista 2015 | journalista.co.uk
OUTPUTS: ONLINE MARKETING & SOCIAL MEDIA
5 Credentials | © Journalista 2015 | journalista.co.uk
01 Secured eight pieces of coverage in local, regional and trade press including Mature Times and Optician Online reaching a target audience near treatment centres of more than half a million people.
02 Engaged clinicians for authoritative insight and comment to help build Care UK’s reputation as a source of patient support and guidance in secondary care services.
OUTCOMES
03 Built relationships with journalists across regional, local, online and specialist trade press.
04 Created a database of case studies who could be easily contacted if any further media opportunities arose.
05 Designed, organised and briefed photographers on a range of different shots for Care UK case studies to get the most out of each personal story.
“JOURNALISTA DID A TERRIFIC JOB DESIGNING, INTERVIEWING AND EDITING EACH CASE STUDY ABOUT THEIR PERSONAL EXPERIENCE AT CARE UK’S TREATMENT CENTRES. THEIR FLAIR AND INSIGHT FOR FINDING THE QUIRKY AND MOST APPEALING LOCAL ANGLE NO DOUBT ENSURED THEIR SUCCESS AT TARGETED COVERAGE IN THE SPECIFIC AREAS WE ARE LOOKING TO BOOST THE PROFILE OF OUR SERVICES. THIS SUCCESS COMES DOWN TO THEIR KNOWLEDGE OF OUR SECTOR AND AUDIENCES, STRATEGIC COUNSEL AND MEDIA RELATIONS EXPERTISE.”
Rebecca Fountain, Marketing Manager of Secondary Care, Care UK
