Reaching Healthcare Founders through Content and PR
Solution
Our first course of action was to set up a filming day with the NIA's team and Fellows. We orchestrated the questions and themes carefully, ensuring alignment with their overarching organisational goals.
This footage was then repurposed into web and digital assets, and other content forms, creating a robust offering for both inbound and outbound marketing efforts.
We also took charge of their social media profiles on LinkedIn and Twitter. By developing a well-rounded social media strategy, we were able to create compelling narratives that captured all facets of NIA, encouraging founders to engage and apply.
Acknowledging that their previous PR efforts had under delivered, we crafted a fresh PR strategy and targeted key publications that health tech founders frequent. We then started designing press releases that would capture attention in both EU and US markets.
Results
- Nine published articles across founder and health tech media: the PR programme secured coverage in titles including UKTN, Business Cloud, Digital Health, Startups Magazine, FemTech World and Med-Tech Innovation News, well ahead of previous campaigns.
- A 1,000% rise in post impressions: the content strategy drove a tenfold increase in impressions and more than 35,000 views on paid video.
- Healthcare founders reached directly: content and PR were aimed squarely at the founder audience the NHS Innovation Accelerator exists to support.
Reflection
Our team's experience and agility were key contributors to this project’s success. We demonstrated our ability to quickly adapt to NIA’s unique needs, providing rapid turnaround times for asset changes.
However, we identified room for improvement in our planning stage, particularly in specifying the weekly themes and creating specific content on learning outcomes for founders.
This insight will shape our approach in future projects, ensuring even greater alignment and success.
