Case study

Health

Reputation audit and communications support for NHS Milton Keynes

Issue
NHS Milton Keynes wanted to improve its communications with all stakeholders and raise its profile in the local media to enable it to deliver on challenging objectives such as the national 18 week wait and public health targets, and to prepare effectively for world class commissioning.

Strategy
Audit of local media coverage and research among journalists informed a media relations programme, focused on public health priorities.

Targeted public relations campaigns included a drive to persuade people to return unused medicines.

A series of focus groups, 1-1 meetings and telephone interviews with internal and external stakeholders including GPs, patients, voluntary groups, partner organisations and politicians, informed the development of a new communications and engagement strategy.

We repeated the audit one year on.

Impact
Significant positive local media coverage reflecting organisation’s priorities and key messages.

Publicity campaigns resulted in an increase in the uptake of the flu vaccine and quantity of returned medicines.

Stakeholders responded positively to the opportunity to give their views about preferred engagement methods and communication channels.

Targeted and effective communications methods developed.

Repeat audit showed significant improvement in stakeholder perceptions of NHS Milton Keynes.