National profile through thought leadership
This was an intelligent campaign that created stand-out in the crowded NHS news agenda. Through original research, we enabled EMIS Group to take ownership of a topical issue and contribute new thinking to the debate.
To raise the national profile of EMIS Group, the UK leader in connected healthcare software and services. Key aims were to generate profile beyond the Group’s core sector media and to demonstrate the Group’s unique ability to connect patient information across different healthcare services.
We identified an opportunity for the Group to be the first to canvas public opinion on a key issue linked to debate around the sharing of patient medical records to support safer care.
A YouGov poll of 2,000 adults was commissioned, testing public awareness of the lack of widespread data-sharing in an A&E scenario. The results showed strong public support for this type of data-sharing, and concern that it was not more widespread.
Trade and consumer press releases were written and sold in. A supporting blog was authored in conjunction with Group CEO Chris Spencer, a blogger for the Huffington Post UK.
The story delivered 6.7m editorial opportunities to see, across a wide range of trade and consumer media.
One third of all coverage came from ‘tier one’ media – defined as those outside the client’s core sector media and including influential national outlets such as the Daily Mirror, Press Association, BMJ and Health Service Journal.
The campaign has delivered longevity of impact; journalists continue to refer to the research when they write fresh stories about data-sharing in healthcare.
It also made a direct impact with influencers, with leading organisations including Cambridge University requesting the full results for their own use.
This was a well-conceived campaign that has delivered a lasting impact. It not only generated headlines but also supported the Group’s commercial aims by providing us with a strong position on an important issue.Chris Spencer, Emis Group CEO