Launching the Health Data Hubs programme with a national exclusive and 50 pieces of sector press

Our response

Working with HDRUK, we developed a strategy of securing an exclusive in a national newspaper on the launch, to be followed immediately with a wider media outreach programme.

We meticulously planned the timings for the media outreach, prepared media materials and briefed the executive team. Several high-profile partner organisations — all of whom had their own communications teams that were eager to promote their involvement — also needed to be coordinated to ensure a clear and consistent message was communicated.

We also spoke extensively with key team members and partners to prepare detailed lines to take anticipating any difficult questions, and prepared and shared a package of information with all stakeholders to ensure aligned messaging and approach.

On the day of the launch we became an extension of the HDRUK in-house team, helping to co-ordinate media queries and implementing a system to review coverage and quickly handle any inaccuracies.