The brief

Digital observations and early warning system supplier Patientrack wanted to expand its customer base in Scotland, and work with existing customer NHS Fife to demonstrate the impact of its technology on care.

Patientrack needed a strong presence at eHealth Scotland 2016. It needed to understand the market potential for Scotland, raise awareness of its presence in the market with key influencers, and share its customer successes, which include using Patientrack to help transform patient safety and cut unexpected cardiac arrests by up to two thirds.

Patientrack needed a rapid and intensive PR and marketing campaign to make the biggest impact possible at a national eHealth event, and in the wider Scottish market.

The campaign

Highland Marketing undertook a site visit to NHS Fife to carry out detailed interviews with senior clinicians using the Patientrack system, and to draw out strong stories of how the health board is using Patientrack as part of an invigorated approach to patient safety and better care.

The PR team researched Scottish policy to identify the messages that would resonate with the market. A compelling news release and case study on NHS Fife were produced, and linked to an address at eHealth Scotland by a senior NHS Fife clinician, which, following publicity, drew attendance from senior eHealth personnel from the Scottish government.

Target publications and influential journalists were identified with a hard-hitting press release that was intent on gaining widespread coverage.

Results

The PR activity was a resounding success, with more than 50 pieces of coverage across The Times, BBC Radio Scotland, The Herald, The Scotsman, The Daily Record, as well as a wide range of regional and specialist trade publications including DigitalHealth.net and UK Authority.

Detailed customer interviews and messaging informed PR content and the supporting case study, which was used as powerful content on the Patientrack website and promoted extensively using social media channels.

Page views to the website more than doubled, and profile views of Patientrack’s Twitter account went from 30 to over 250 in a single day.

Appointments were made with key influencers involved in the Scottish eHealth market, and the story was received at ministerial level in the Scottish government, giving Patientrack an unrivalled opportunity to show the impact being made in the Scottish market. NHS Fife’s work with Patientrack also scooped a prestigious EHI Award for its patient safety work, and Holyrood’s 2016 Connect ICT digital health award – both entries supported by Highland Marketing.

Campaign impact

  • PR: 50+ pieces of national, regional and trade media coverage – press & broadcast
  • Public affairs: Awareness for Patientrack at ministerial and official levels
  • Business development: Meetings arranged with key NHS Scotland stakeholders for potential new business
  • Event support: Social media support engaged with event themes and attendees
  • Marketing: Presence at Scotland’s national eHealth conference heavily promoted to core target audiences
  • Customer advocacy: High levels of engagement from NHS Fife
  • Awards: NHS Fife winners of EHI Award 2016 and Holyrood’s 2016 Connect ICT award, with support from Highland Marketing.
  • Timing: Campaign delivered from start to finish in three weeks

Highland Marketing did a fantastic job of maximising our profile in Scotland, and delivered astounding results within a relatively short timeframe.

The impact of work done across the team showed how they can help any health technology organisation demonstrate its value to the market.

Utilising a full range of PR and marketing services to create and tell a compelling story, the team developed excellent relationships with our customers to bring the best of their work to light.

I expect this story will continue to evolve long after the campaign ends.

Donald Kennedy, managing director, Patientrack

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