Clever Together PR Credential

Transcript

1. CLEVER TOGETHER: LAUNCH AND EMBED A TECH SME DEEP INTO THE NHS TO DRIVE CHANGE Client name Sector Timeframe Clever Together Technology-enabled health consulting April 2013 - Present
2. 2 Credentials | © Journalista 2015 | journalista.co.uk 01 Forged strategic partnership with key target health management journal HSJ to launch Clever Together with a co-branded campaign. This engaged 1000 senior NHS managers with our client’s platform, crowdsourcing 6000 ideas on 7-day working, creating high-value content for a 4-page feature. This led the front page of the magazine. 02 Over 12 brand new, high value business approaches quoted PR content as their main reason for getting in-touch. Including Monitor, NHS Improving Quality, HSJ, NHS England, Leeds Hospital Trust, Pennine Acute Trust. 03 Created a collaboration between our client, HSJ and NHS IQ on ambitious ‘Change Challenge’ project – biggest ever crowdsourced transformational change programme undertaken by the health sector. 04 Listed as Top-50 Innovator by HSJ and two HSJ awards won in partnership with clients for innovation and efficiency saving. 05 NHS England and Clever Together’s co-branded campaign Transform London was supported by a Journalista led social media and marketing campaign to engage 150 organisations across 32 London boroughs. 06 PR drove key-note speaker opportunities for Clever Together CEO Dr Pete Thomond at HSJ Summit, Financial Times Innovators and Monitor. 07 Reached over 10 million people with 47 pieces of PR-earned quality coverage to date across the Guardian, HSJ, local and regional media and The Financial Times. “JOURNALISTA’S IN-DEPTH CONNECTIONS WITH HEALTHCARE ARE SECOND TO NONE. THEIR RELATIONSHIP WITH THE EXECUTIVE EDITOR OF HSJ GAVE US THE INITIAL OPPORTUNITY TO DEMONSTRATE WHAT WE DO AND ENGAGE THE AUDIENCES WE WANTED TO TARGET. THEY DEMONSTRATED REAL CREATIVITY OPENESS AND TEAM WORKING. WE WOULD BE HAPPY TO RECOMMEND THEM. ” Dr Peter Thomond,
 Managing Partner, Clever Together HIGHLIGHTS
3. 3 Credentials | © Journalista 2015 | journalista.co.uk COMMUNICATIONS STRATEGY: CLEVER TOGETHER To show not tell key target audiences the power of the platform by using it to create content for a leading industry journal. Then establish Clever Together’s CEO, Dr Peter Thomond, as a thought leader and expert on ‘disruptive innovation’ – turning established models for engaging staff on their head and using digital technology to engage staff in a deeper and more meaningful way than ever before. In March 2013 crowdsourcing consultancy Clever Together appointed Journalista to help it tell its story. At that time it only had small contracts with District General Hospitals. Our objectives were to create powerful third party advocacy of Clever Together’s methods, showcase their approach to health policymakers, commissioners, employees and patient groups to drive growth. Debates around leadership and change in the NHS all too often forget the main agents of the intended changes – staff. The relationship between staff members’ ability to influence change and motivation – with all the positive benefits that brings to patients – remained largely unexplored. Problem Insight Strategy Tactics Results Established a content creation relationship with HSJ that is now a revenue stream for Clever Together. Create around this a ‘surround sound’ approach - establishing media and key advocate relationships and developing authority within media to build a reputation for driving innovation within the health sector. Case studies of Clever Together’s work with NHS trusts provided hard data to show change working. High value new business leads in leading university hospitals and strategic NHS organisations that have driven reputation, referrals and revenue. Through key speaking opportunities, strategic partnerships with media and over 47 pieces of high quality message led coverage across key national, regional and broadcast media including the Financial Times, Guardian, HSJ and Management Today. 8m+ people reached through coverage 10:1 New business ROI within year one directly attributed to spend on PR 5 Top note speaking opportunities directly attributed to PR: FT / HSJ
4. 4 Credentials | © Journalista 2015 | journalista.co.uk OUTPUTS: COVERAGE Value: Client: Source: Date: 13521.69 Page: Journalista Reach: Health Service Journal (Main) 20 September 2013 Size: 21 16565 1143cm2 Value: 13521.69 Size: 1143cm2 Ë Ë Value: Client: Source: Date: 13521.69 Page: Journalista Reach: Health Service Journal (Main) 20 September 2013 Size: 21 16565 1143cm2 Ë
5. 5 Credentials | © Journalista 2015 | journalista.co.uk OUTPUTS: COVERAGE ue: nt: rce: e: 8659.56 e: Journalista ch: Health Service Journal (Main) 20 September 2013 : 24 16565 732cm2 Ë Value: Client: Source: Date: 8659.56 Page: Journalista Reach: Health Service Journal (Main) 20 September 2013 Size: 24 16565 732cm2 Ë Ë Value: Client: Source: Date: 8659.56 Page: Journalista Reach: Health Service Journal (Main) 20 September 2013 Size: 24 16565 732cm2 Ë
6. 6 Credentials | © Journalista 2015 | journalista.co.uk OUTPUTS: COVERAGE
7. 7 Credentials | © Journalista 2015 | journalista.co.uk OUTPUTS: COVERAGE
8. 8 Credentials | © Journalista 2015 | journalista.co.uk OUTPUTS: COVERAGE
9. 9 Credentials | © Journalista 2015 | journalista.co.uk OUTPUTS: COVERAGE
10. 10 Credentials | © Journalista 2015 | journalista.co.uk OUTPUTS: COVERAGE
11. 11 Credentials | © Journalista 2015 | journalista.co.uk OUTPUTS: COVERAGE
12. 12 Credentials | © Journalista 2015 | journalista.co.uk OUTPUTS: COVERAGE
13. 13 Credentials | © Journalista 2015 | journalista.co.uk OUTPUTS: COVERAGE
14. 14 Credentials | © Journalista 2015 | journalista.co.uk OUTPUTS: COVERAGE
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