Health Call is 100% owned by the NHS and is formed of a consortia of seven members NHS Trusts based in the North East and North Cumbria.
We began working with Health Call in June 2020, as they transitioned from a primarily National Health Service (NHS) centric organisation to a commercial entity which required new positioning before a national marketing push to new markets.
We worked with the internal team to develop key messages which reflected the organisation’s new direction. This involved focus groups and interviews with staff and focus groups with the Board. Once agreed, a presentation document was designed to share with staff to generate buy-in and to improve memorability.
The next stage was to refresh the branding which included moving to a new name (in progress at time of writing) and a new brand identity. Again, full research was undertaken internally but also externally this time to gain perceptions of different shapes and colours, and eventually fully developed identities. Brand guidelines were developed and shared internally and with relevant partner organisations.
A marketing plan was developed by the Narrative team for the remainder of 2020 which included extensive PR activity, website improvements and a range of sales collateral for the internal team to use for prospecting. PR and media relations has focused on the client’s product releases relating to COVID-19 such as the staff vaccine booking app and digital outpatients solutions. The Narrative PR team has capitalised on these news stories with thought leadership editorial and regional radio interviews with their experts discussing the government’s vaccine plans and the technology behind booking apps and other remote healthcare solutions. Media coverage has been attained in publications and on websites where previously the client had not managed to do so which has been a big achievement.
The client was shortlisted and also won a number of awards in 2020 with the support of Narrative on written and video submissions. Support has also been given for new business tender submissions.
A range of product literature and branded case study ‘cards’ have been created for use by the sales team in presentations but have also been created to be agile for inclusion on the website as free resources for both healthcare professionals and patients.
In 2021, the primary focus is content creation to improve search engine optimisation and to maintain media coverage in target publications to increase visibility in front of the target markets, especially out of region.
Testimonial from Kathryn Common, NHS Health Call Head of Communications:
“Narrative has supported us and provided an invaluable service to us at a time when we have been growing our business. Narrative’s expertise compliments the resource we have in-house and means that we can develop tailored marketing and communications campaigns that have real impact.”