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DRIVING SALES VIA BRAND REPUTATION: DRDOCTOR
Client name Sector Timeframe Budget
DrDoctor NHS Efficiency
January – April 2014 £15,000
2 Credentials | © Journalista 2015 | journalista.co.uk
Patient communications service DrDoctor creates dramatic improvements in capacity and DNAs in acute and community settings using SMS reminder systems. When Journalista started working with them in March 2014 they set the following objectives: • Target potential new business audiences,
most likely Directors of IT and Directors of Operations across acute and primary care organisations within the NHS.
• Raise the profile of successful programmes within the client’s local media.
• Drum up awareness about DrDoctor ahead of and following the NHS Expo event held on 3rd and 4th March 2014.
• Drive people to pre-register for new business meetings with DrDoctor ahead of the NHS Expo.
• Overall, PR activity needed to be used tactically to deliver sales and retain and grow existing accounts.
Challenge Insight Results
Interrogate DrDoctor data collected on patient behaviour and response around DNAs, cancellations and feedback as part of case study research to create universal practical information that would be useful and catch the attention of managers across the NHS.
4,459,304 people reached with thought leadership and articles featuring DrDoctor
15 pieces of coverage including two thought leadership pieces by Tom Whicher featured on the Guardian Healthcare Professionals Network
CASE STUDY: DR DOCTOR
Strategy
Thought leadership and case studies: • Support the existing marketing activity by
developing a series of quick fire PR opportunities over February, March and April to drive awareness of DrDoctor preceding and following the NHS Expo event.
• Do this through thought leadership, including comment pieces in professional pages across the nationals; trade and specialist magazines.
• Use case studies and pitch them for news and features in trade, specialist and local media.
3 Credentials | © Journalista 2015 | journalista.co.uk
OUTPUTS: ONLINE COVERAGE
How text messages can eradicate wai1ng 1mes
4 Credentials | © Journalista 2015 | journalista.co.uk
OUTPUTS: SOCIAL MEDIA
5 Credentials | © Journalista 2015 | journalista.co.uk
01 Secured coverage in specialist, national and local media highlighting the dramatic impact of the DrDoctor approach.
02 Coverage reached a potential audience of over 4 million people.
OUTCOMES
03 DrDoctor’s co-founder Tom Whicher interviewed on BBC Radio 5 Live.
04 High profile Twitter engagement with the Guardian article which was tweeted 179 times including by the NHS Alliance.
05 Named factor in converting several NHS trusts leads into business for Dr Doctor: “It was great to see our Guardian piece pinned up next to the desk of the Ops Director for the trust”.
“JOURNALISTA QUALIFIED OUR INNOVATION CREDENTIALS THROUGH THIRD PARTY ADVOCACY OF OUR SUCCESSES TO DATE AND THOUGHT LEADERSHIP. THIS PROMOTED US IN THE EYES OF PEOPLE COMMISSIONING OUR TOOLS. THROUGH THEIR GUIDANCE WE’RE NOW MUCH TIGHTER IN DOCUMENTING OUR CASE STUDIES. WE’RE LOOKING FORWARD TO KICKING OFF A NEW PROJECT WITH THE INSIGHTFUL AND WELL CONNECTED JOURNALISTA TEAM AGAIN THIS AUTUMN.”
Tom Whicher, Co-founder, DrDoctor
