How the wisdom of the crowd is re-shaping NHS culture
NHS England, Monitor and a clutch of NHS Trusts wanted to work with crowdsourcing consultancy Clever Together after Journalista helped to highlight its innovative work.
Over an 18-month long PR campaign, a reach of almost 13 million readers was achieved via articles in gold standard publications including the Guardian and Financial Times. Two HSJ awards and a listing as an HSJ top-50 NHS innovator, were also secured thanks to Journalista’s “second to none” healthcare connections.
Tech-enabled consultancy service Clever Together wanted to use their unique take on crowdsourcing to help spark real change in leadership across the NHS.
Journalista advised that first hand advocacy by NHS staff was the most powerful way to ensure its messages were heard by its target audiences. And it set up a hugely successful front page campaign in market-leading publication HSJ to drive change from within the NHS. The campaign engaged 1,000 senior NHS managers with Clever Together’s online platform and crowdsourced 6,000 ideas for new ways of working from NHS staff.
In total, almost 50 articles carrying Clever Together’s key messages appeared in national, regional and broadcast media over two years. Inspiring stories of NHS staff developing their own innovations, made possible by Clever Together, and a series of leading-edge thought leadership pieces from founder and managing partner Dr Pete Thomond established Clever Together as a recognised brand within the NHS.
Dr Thomond was asked to address senior NHS executives at an exclusive invite-only HSJ Summit, and speak at a Financial Times innovators event following the targeted campaign. He attributed Journalista’s relationships with key health journalists to allow Clever Together to demonstrate its work and engage the audiences it wanted to reach.
“Journalista’s in-depth connections with healthcare are second to none,” he said.
“They demonstrated real creativity, openness and team working. We would be happy to recommend them.”
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