Developing a position of authority on healthcare data globally
Dr Foster’s global brand recognition was developed over a five year PR partnership with Journalista.
When Journalista first began working with Dr Foster, it produced one annual healthcare statistical analysis, the Dr Foster Hospital Guide, an independent assessment of NHS hospitals.
Although the media loves an authoritative and evidence-based story, the complexity and volume of data in publications such as the Hospital Guide require time and dedicated expertise to sift through and curate for ease of access and use by journalists.
The Journalista team have the experienced people and the content expertise to do this.
For example, when Journalista set in place a discreet press strategy for the launch of Dr Foster’s Hospital Guide 2013 it increased the level of coverage over 2012 by more than 20 per cent, to 346 stories, with a 10 per cent increase in reach, to more than 68m people, despite having to compete with coverage of the death of Nelson Mandela on launch day.
Now, Dr Foster is a worldwide brand and over the years as well as the production of regular data-led stories flowing from Dr Foster’s market-leading data production, Journalista arranged quarterly face-to-face media briefings to maintain Dr Foster’s profile, ran its corporate global press office, managed crisis campaigns, and secured positive coverage of its takeover by Telstra Health.
Dr Foster’s former director of research, Roger Taylor, praised both the coverage achieved by Journalista and its stakeholder management.
He said: “The healthcare insight and knowledge of the Journalista team is second to none. Their ability to take the temperature and strike the right content at the right time gives them their edge.”
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