network locum

Client name Category Timeframe Budget

Network Locum

Medical Recruitment April 2012 to April 2013 £10,000

INCREASING SALES & BUILDING A BRAND: NETWORK LOCUM

2 Credentials | © Journalista 2015 | journalista.co.uk

Network Locum appointed Journalista to increased awareness of the brand and traffic using and signing up to it’s locum service. The task was to make Network Locum the first choice for locums to register and practice managers to hire. Campaign aims included: •  Increasing the number of enquiries from

GP practices looking to recruit through the site.

•  Increase the number of GP’s listed on the site.

•  Establish CEO Melissa Morris as a leading young entrepreneur in the health sector.

Challenge Strategy Results

•  Focused on two main stories, the product and the impact it would have on the NHS, and the creator and her journey to health entrepreneurship.

•  Ran these two angles concurrently across the trade sector media and the consumer and business media, seeking three big peaks in coverage across trades and consumer magazines and broadsheet news.

•  Pinpointed trade media without their own locum service and encouraged Network Locum’s MD to appoint GPs into advisory roles who could author opinion pieces.

20% increase in number of enquiries from GP’s looking to recruit through site

6m people reached with the campaign

£86,700 combined value of income from total reach

CASE STUDY: NETWORK LOCUM

•  With budgets getting tighter, clinics were less willing to pay agency fees to recruit locums.

•  The number of GPs not rising in proportion to growing demands on primary care. This leaves more need for locum GPs.

Insight •  We created targeted thought pieces by

leading GPs and CEO Melissa Morris which received coverage in both national and trade press.

•  Used Melissa’s appearance on Sky1’s The Angel to maximize media opportunities and to establish her as a voice and young entrepreneur in the health industry.

•  Created a social media story line, featuring thought pieces on Facebook and its use by GPs in the NHS.

Creative


OUTPUTS: CONSUMER COVERAGE


OUTPUTS: TRADE COVERAGE


OUTPUTS: ESTABLISHED NETWORK LOCUM’S CEO AS LEADING VOICE IN HEALTH ENTREPRENEURSHIP


01 Secured seven in-depth pieces of coverage including two significant comment pieces on The Guardian Health Network reaching more than 6 million people.

02 Increased traffic through national and trade coverage to Melissa’s blog, Network Locum site and Facebook by up to 25%.

OUTCOMES

03 Network Locum’s CEO Melissa Morris established as an authoritative voice in City A.M, Practice Manager and Director of Finance on entrepreneurship and locum services.

04 Created thought leadership pieces by respected GPs which featured on the Guardian Health Network leading to an increased knowledge of Network Locum’s site and services.

05 Built relationships with journalists across national and trade press in both health and business sectors.

“JOURNALISTA HAS PROVIDED US WITH GREAT PR SERVICES, FROM CONCEPT TO EXECUTION AND FOLLOW UP. DRAFTING AND SECURING COVERAGE OF COMMENT PIECES BY GPS IN HIGH PROFILE PUBLICATIONS INCLUDING THE GUARDIAN HEALTH NETWORK HELPED BOOST NETWORK LOCUM’S PROFILE TO MORE THAN SIX MILLION PEOPLE. I WOULDN’T DOUBT HIRING JOURNALISTA AGAIN AND CAN ONLY RECOMMEND HOLLY AND HER TEAM.”

Melissa Morris CEO, Network Locum

network locum

Business