Journalista - Dr Foster 'special measures' credential
We helped healthcare data analysts Dr Foster to showcase their report into how death rates at 11 NHS hospitals placed in 'special measures' had fallen - and how the success of the regime had lessons the whole NHS could learn from.
across national, regional and broadcast press including the BBC, Sky News and Guardian. 02 Organised seven national health journalist attendees for the expert briefing plus two private briefings with BBC journalists. HIGHLIGHTS 03 Reached 21.8m people through coverage attendees at expert briefing and targeted press release send out. 04 Reached an audience of more than 90,000 people through Twitter who engaged with published pieces. 05 Arranged video interviews with BBC and Sky News, which were broadcast on respective channels. “WE WERE DELIGHTED WITH THE RESULTS OF JOURNALISTA’S EFFORTS ON DELIVERING BOTH IMPORTANT STAKEHOLDER MANAGEMENT AND FANTATSIC PROMINENT COVERAGE OF THE OUR DATA. THE HEALTHCARE INSIGHT AND KNOWLEDGE OF HOLLY’S TEAM IS SECOND TO NONE. THEIR ABILITY TO TAKE THE TEMPERATURE AND STRIKE THE RIGHT CONTENT AT THE RIGHT TIME GIVES THEM THEIR EDGE.” Roger Taylor, Director of Research, Dr Foster
on how deaths had been prevented from the special measures regime, providing a lesson the NHS could learn from in future. We timed our release to coincide with an announcement by the health secretary of a review into ‘avoidable deaths’. Dr Foster wanted to showcase its expertise in data analytics and research through a report on whether the ‘special measures’ regime instituted in 11 NHS trusts following the Keogh Review had had a measurable impact on death rates. The report showed the first ‘hard evidence’ of the special measures trusts being turned around, 18 months after Sir Bruce Keogh’s intervention. But we also had to be mindful that some of the trusts in special measures were Dr Foster customers, requiring sensitivity. Problem Insight Strategy Tactics Results We arranged an expert briefing for health specialist journalists on Sunday and health press titles such as the BMJ and HSJ. As well as convincing journalists to attend, we drafted written materials that told the story in simple terms and handled all follow up including interviews on BBC News. Dr Foster received over 35 pieces of coverage across national, regional and broadcast press. These reached a potential audience of 21.8 million. Over 90,000 people also engaged with the coverage through Twitter. 21.8m potential audience of coverage 35+ pieces of coverage 8 journalists attending briefing (incl. pre- brief for BBC)
approach in a way we knew would appeal to journalists, we got leading health reporters to leave their desks and attend a briefing with Dr Foster’s director of public affairs, Roger Taylor. They included: • Charlotte Lomas (Sky News) • Charlie Cooper (The Independent) • Stephen Adams (The Mail on Sunday) • James Lyons (The Sunday Times) • Will Hazell (HSJ) • Gareth Iacobucci (BMJ) • David Mercer (Press Association)
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