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Delivering end-to-end support to establish an influential care focused podcast

Headline numbers:

  • 2 seasons, 14 episodes recorded and to be published
  • 800 + downloads
  • 15 + pieces of coverage

 

Challenge

Though the Access Group’s Health, Support and Care (HSC) division is widely known across the UK, they were keen to engage stakeholders across the care vertical, particularly keeping engagement up over the summer months. Access HSC wanted to create a product that would increase engagement throughout the summer and decided that a care focused podcast would help achieve their targets. Being a busy team however, they wanted support to plan and execute the podcast series.

With podcasts being a saturated market, it was important that compelling, high quality content would resonate with customers and prospects, and help to nurture relationships with strategic partners. The aim was also to solidify the company as an innovator and thought leader within the care sector.

Action

Silver Buck took into account Access HSC’s objectives to co-develop a care focused podcast that aligned with the Access brand and could stand out from other podcasts within the space. Having worked closely on the brand story for the podcast, the team decided on ‘Redefining Care’ as the name and used a multi-channel PR approach to promote the launch. This included social media promotion, mailers, partnerships, adverting opportunities and promotional blogs featuring episode guests.

For each episode, Silver Buck researched upcoming guests, their focuses within care, and the sector in general to collate questions specific to each interviewee that would also appeal to target audiences. This would ensure continual interest from listeners, and would help to consolidate Access HSC as a thought leader in the care space who are challenging the conventional ways we address key issues.

Impact

Since launching Redefining Care in July 2023, significant success has been achieved, with the second season currently being published. The podcast has been downloaded over 800 times and featured in key care publications such as The Carer, Care Home Management, as well as The National Care Forum.

Redefining Care’s engaging content has attracted high-profile guests including Vic Rayner OBE, CEO of the National Care Forum and Professor Martin Green CEO of Care England, with many more to come in future episodes. By effectively positioning Access HSC as an innovator within the care sector, Silver Buck has enabled them to maintain high levels of stakeholder engagements throughout the year and garnered the interest of many influential stakeholders within the sector who have expressed enthusiasm to participate in the podcast series.

Due to the success of Redefining Care, Silver Buck will also help Access HSC develop their healthcare focused podcast, ‘Redefining Healthcare’ which is set to be launched later in summer 2024.

We wanted to develop a podcast that challenged behaviours and current ways of working. Using the platform of podcasts to bring the voice of established thought leaders in the care industry to provoke ideas, discussion and change. It’s been a great tool to engage with stakeholders, promote the great work that is happening across the care sector and use a different medium to communicate our messages.

Freya Saunders-Martin Head of Marketing for Health Support and Care, The Access Group