Hospital of the Future at Arab Health 2019
Our client, Healthcare UK, came to us with an international brief to turn the concept of ‘Hospital of the Future’ into a developed proposition and visual identity for the Arab market. We had six weeks to fulfil the brief and launch at Arab Health 2019.
During the event, from 28th – 31st of January 2019, Healthcare UK – a joint initiative between the Department of Health and Social Care, Department for International Trade and NHS England – sought to build their Gulf export pipeline under the ‘Hospital of the Future’ concept. They acknowledged that, up until that time, “the concept had been articulated in various formats, but it’s been like having a Ferrari without petrol”.
We wrote the brief for the work, agreed a clear project plan and activated a multi-disciplinary team, including a market-access strategist, copywriters, public relations consultants, videographers and designers.
Our team delved into how the UK’s expertise in integrated care – across three key verticals of designing, building and operating – meets the needs of public healthcare authorities and domestic private healthcare operators across the six Gulf states. We developed a clear market access strategy with key themes and core messaging, evidence and case study development, produced a white paper and event literature, provided a schedule of social media content, selected and secured keynote speaker Dr Ben Maruthappu, produced thought leadership articles and a press release. We also ran a successful media relations campaign at the time of the event.
Our strategy informed the content architecture across the event and metrics to evaluate commercial impact. The key messages – attuned to drivers and resistors – for both our primary audiences pulled across all Healthcare UK assets for this campaign.
The designers built up a visual identity for Hospital of the Future that resonated with all the stakeholders and was suitable for the regional market. The stand itself had an eight-metre screen featuring video, four touchscreens that would operate as an interactive engagement area, a hologram and a number of printed materials.
The Healthcare UK stand and speaking engagements at the Arab Health conference successfully promoted the vision of Hospital of the Future to the target audiences we identified, with a significant number of leads generated. At the close of the event, 80 new opportunities were brought into the Healthcare UK pipeline, a significant increase on the previous year. Crucially, our work has now also put into place a robust system of evaluation to measure the ROI on these leads for the money invested.
We also established a digital tool based on the three pillars of the strategy we developed – design, build and operate – that was used by 296 people at the event. The tool can grow and flex moving forwards, with the scope for wider global launches and roll-outs that Journalista is now supporting.
Nicola Parry, Marketing Specialist, Healthcare UK
“If only you could rely on every agency in the way I have done with Journalista to deliver things right, the first time, every time.
Journalista brought our complex concept of ‘Hospital of the Future’ into reality, fast. Developing and executing the strategy behind it in a way that brought it to life exactly as I had hoped – in fact, surpassing my expectations. The standard of their work is exceptional, from strategy to content delivery.
Impressively Journalista put the same level of rigour into the creative execution as the evaluation, to ensure we continue to be in a position to drive forward business for the UK in a hugely successful manner both at the event and beyond.
Journalista is a truly strategic partner.”
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