Raising the profile of NHS Arden & GEM CSU
NHS Arden & GEM Commissioning Support Unit (CSU) provides a wide range of healthcare commissioning services including business intelligence, digital transformation and procurement.
We were commissioned from 2015 to provide PR and marketing support for the CSU, in partnership with the in-house commercial marketing team. Our brief was initially to raise awareness of the CSU through a mix of media relations, award submissions and case studies. Since 2018, our brief has focused specifically on writing and placing thought-leadership articles to support key areas of the business.
Our approach
We began by working with the commercial marketing team to understand the priority growth areas for the organisation, principal target audiences and expected outcomes. We conducted desktop research to assess competitor positioning, identify suitable media outlets and themes, and identify events and award opportunities based on building awareness of Arden & GEM’s areas of expertise.
We developed a forward plan of activities, managed through regular meetings, ensuring a good spread of activity across the organisation and a sustainable level of work. We created an agreed case study template and worked with Arden & GEM’s in-house specialists – and their end clients – to tell engaging stories about key aspects of their work.
Wherever possible, we have repurposed content developed for media opportunities into case studies and award submissions, as well as using interviews with specialists to identify new angles for news stories or feature ideas.
This programme has consistently generated positive coverage in media titles targeting our key audiences, with strong reach figures. We also know, through monitoring our website enquiries, that this coverage has resulted in business development and event speaker opportunities.
Outcomes
We have produced an extensive case study library which has formed the backbone of the CSU’s marketing content. We drafted multiple submissions targeting prestigious awards in the healthcare and procurement sectors, with a high percentage reaching shortlist stage – and many going on to win.
We have built strong relationships with key healthcare, procurement and digital trades and have secured a significant number of by-lined blog and feature opportunities for our client, as well as comment and interview opportunities and press coverage in response to news announcements. We have also written detailed articles for specialist healthcare journals on topics such as procurement, specialist care and business intelligence.
In the financial year 2020/21 we secured 28 pieces of quality coverage, with a targeted audience reach of over 1 million. In the last six months alone, we have delivered 16 quality pieces of coverage, with most being by-lined thought leadership articles of approximately 800 words. This exceeds our set target by a third.
Catherine’s work for us delivers real value and provides quality content that can also be adapted and used across our other marketing channels such our website showcase section and newsletters. Catherine keeps us regularly informed of progress and we consider her very much an extension of the commercial marketing team.”
Marie Louise Allred, Marketing & Communications Manager, NHS Arden & GEM CSU