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

The brief

Health Data Research UK (HDRUK) works to make health data available to researchers and innovators, to help create more effective treatments for patients. HDRUK needed communication support for the national launch of their Health Data Hubs programme in 2019. 

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.

The outcome

From start to finish, we turned the project around in under a week. In that time, we secured a detailed exclusive article in the Guardian from their health correspondent, as well as over 50 pieces of trade and stakeholder coverage.

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