Establishing a new entrant to the UK market as a thought leader
Key stats
- 23 pieces of press coverage
- Shortlisted for four industry awards, including HSJ award for Primary Care Project of the Year
- 5 speaking slots secured
- Exponential growth on social media, including increasing followers by over 220% on LinkedIn, and 275% on Twitter
Challenge
Doctrin is a well-established provider of integrated care navigation solutions in Europe, but was a new entrant in the UK in 2021. Recognising the competitive landscape in the NHS, and specifically in primary care (which had recently seen an influx of digital consultation tools to help GPs treat patients during the COVID19 pandemic), the company asked Silver Buck for help.
Whilst Doctrin had good evidence of how their technology delivered benefits in European countries such as Sweden, the business was limited on customer referenceability in the NHS. They required a PR and marketing strategy that would help build credibility amongst decision makers and budget holders, and provide opportunities to showcase their value proposition to prospects.
Action
Silver Buck devised a multichannel strategy to establish the brand in the NHS and find opportunities to position the senior team as thought leaders in using digital to address the pressures on GPs and provide more personalised patient access to healthcare professionals.
It consisted of a mix of proactive activity to showcase the impact achieved at its customer sites (press releases, thought leadership articles, blogs, speaking slots and award submissions), reactive content (by hijacking the news and responding to topical announcements), and establishing effective owned channels (Twitter and LinkedIn) to amplify content and engage stakeholders.
Impact
Doctrin has gone from being an unknown player in the UK market to an established supplier in primary care, that is regularly featured in the specialist press for its achievements with customers and seen as a trusted go-to source on policy developments and government announcements in health-tech.
- Silver Buck secured over 20 pieces of coverage in publications including Digital Health, the Health Tech Newspaper and Building Better Healthcare, equating to an overall reach of 2.4 million.
- Co-ordinated speaking slots for Doctrin and its customers at leading health tech events and conference, including Rewired and Health+Care.
- Achieved shortlistings for HSJ’s Primary Project of the Year award, Health Tech Newspaper’s Best Use of Digital in Primary Care, and the Women in Tech Awards
- Secured follower growth of 212% on LinkedIn and 273% on Twitter in the last 21 months, since January 2022.
Coverage
https://www.digitalhealth.net/2023/05/converge-around-the-person-not-the-technology/
https://www.ukauthority.com/articles/herefordshire-and-worcestershire-nhs-deploys-new-epma/
