Supporting Excellence in Medical Journalism

Author: Maya Anaokar, Account Director

This year marks a special milestone for Blue Lozenge – we’re sponsoring the Medical Journalists’ Association Awards for the first time, specifically the Feature of the Year (Broadcast) award. 

Why the awards matter to us 

The MJA Awards matter because excellent health journalism saves lives. The best health reporters don’t just inform – they scrutinise, challenge and ultimately drive improvements that make care safer for everyone. For all the specialist communicators who work in-house across the health system, you know journalists rely on your ethics, energy and expertise.  

At a time when there is so much debate about the value of NHS communication, we want to champion the role communicators play in supporting journalists. Especially those journalists who go beyond soundbites and who dig deeper, research thoroughly, and transform complex health information into content that genuinely serves patients and communities. 

The power of stories 

Healthcare communication can be unnecessarily complex. We chose to sponsor the Feature of the Year (Broadcast) award to shine a light on the simplicity of storytelling. This award celebrates journalists who can distil intricate health stories into accessible, engaging content in just two minutes – a skill that’s both rare and vital. 

Our challenge to the sector 

We believe transparency, accountability and scrutiny make healthcare stronger. That’s why we support journalism that challenges the system to do better. We, therefore, have one ask for health journalists: stop accepting ‘a spokesperson says’ and demand named accountability from real people in senior positions across health and care.  

The public deserves transparency, and transparency drives better outcomes. 

Looking ahead 

In today’s healthcare environment, leaders face mounting responsibilities and relentless pressures. Strategic communication isn’t about spin – it’s about creating space for healthcare leaders to focus on what matters most: improving lives. When done well, it embraces scrutiny rather than avoiding it. 

We look forward to congratulating all MJA Awards nominees. Your work matters more than you know so get your entries in by 1 June. 

Blue Lozenge specialises in strategic healthcare communication and engagement. If you’re facing communication challenges that require transparency, accountability and trust, we’d love to help: corrine@bluelozenge.co.uk 

#HealthJournalism #NHSCommunications #MJAAwards #HealthcareCommunication #BlueLozenge 

Local NHS campaign: improving healthcare access 

Summary

South East London Integrated Care Board and Bexley Wellbeing Partnership commissioned Blue Lozenge to develop a targeted campaign helping Bexley’s 245,000 residents navigate NHS services and reduce pressure on emergency care. Blue Lozenge created the ‘Better Access Bexley’ campaign, comprising four phased campaigns over six months promoting the NHS App, GP services, evening appointments, and Pharmacy First. Delivery channels included out-of-home advertising, partner toolkits, and distribution to 100,000 homes. The campaign achieved a 79% increase in Pharmacy First self-referrals, a 47% increase in NHS App downloads, and 2 million out-of-home impressions.

A targeted campaign helping Bexley residents to better understand how to access services

Despite increased NHS funding, emergency services remain overwhelmed with patients who could be treated elsewhere. National communications about alternative care options are not always effectively reaching or influencing local residents. South East London Integrated Care Board and Bexley Wellbeing Partnership needed to cut through this noise with targeted messaging that would resonate with its 245,000 residents and redirect them to appropriate services. 

Approach

Blue Lozenge partnered with the NHS South East London Bexley team to create ‘Better Access Bexley’ – a series of four targeted campaigns featuring local residents and NHS staff: 

Over the course of six months we: 

  • Created a unified visual identity for ‘Better Access Bexley’ to build recognition 
  • Developed place-specific messaging tailored to Bexley’s unique context 
  • Produced campaigns promoting the NHS App, evening/Saturday GP appointments, GP team services, and Pharmacy First 
  • Used strategic out-of-home advertising with trackable QR codes at commuter hotspots 
  • Distributed comprehensive toolkits to partner organisations for multi-channel deployment 
  • Phased campaign activation to coincide with seasonal NHS pressures 

Our strategy was informed by existing research revealing that residents didn’t understand which services suited their needs, and many emergency visits required no investigation. By featuring local healthcare professionals and Bexley-specific messaging, we created more relatable and effective communications. 

Impact

The campaign delivered exceptional results that far exceeded targets: 

  • 79% increase in Pharmacy First self-referrals (target: 10%) 
  • 47% increase in NHS App downloads (target: 5%) 
  • 10%+ increase in NHS App interactions (repeat prescriptions, appointments) 
  • 2 million impressions from out-of-home advertising 
  • 274% increase in website visits July – December 2024 
  • Distribution to 100,000 homes via Bexley Winter Wellbeing magazine 

The campaign has started to change resident behaviour, their understanding of local NHS services and how they access these services. These were key aims and also helped to ease pressure on A&E services, by signposting people to more appropriate care.

Aysha Awan, Head of Communications and Engagement, NHS South-East London, Bexley Wellbeing Partnership. 

Increasing communication capacity for a major event

Summary

The Royal Borough of Windsor and Maidenhead (RBWM) commissioned Blue Lozenge to provide emergency communications capacity for the funeral of Her Majesty Queen Elizabeth II in September 2022, the largest ceremonial event in over 70 years. Blue Lozenge rapidly deployed senior communications specialists and tactical experts to provide gold and silver command cover, 24/7 support, media management, and crisis communications planning. The team integrated with central government, the Royal Household, emergency services, and health partners. The support enabled effective public safety messaging for over 100,000 visitors, prevented road gridlock, and allowed the permanent RBWM team to manage sustainable workloads throughout the event.

Supporting the communication effort for the Queen’s funeral

The funeral of Her Majesty Queen Elizabeth II in September 2022 represented the largest ceremonial event in over 70 years. The Royal Borough of Windsor and Maidenhead (RBWM) faced an unprecedented communications challenge that far exceeded their normal capacity. They needed immediate, high-calibre communications expertise to augment their team during this period of exceptional demand, ensuring public safety and preventing overcrowding as over 100,000 visitors converged on Windsor. 

Approach

Blue Lozenge rapidly deployed experienced communications professionals to integrate with and support the RBWM team: 

  • Provided senior communications specialists to offer gold and silver command cover 
  • Embedded tactical communications experts to handle operational delivery 
  • Established 24/7 professional support to maintain continuous communications 
  • Supplemented the existing team’s capacity for media management, social media, and public engagement 
  • Contributed specialist crisis communications expertise for contingency planning 

Our team seamlessly integrated with multiple partner agencies, including central government, the Royal Household, emergency services and health partners, ensuring coordinated communications across all stakeholders. 

Impact

Our resourcing solution delivered exceptional results: 

  • Maintained continuous communications coverage throughout this historic event 
  • Prevented system overwhelm despite the extraordinary demands 
  • Enabled effective public transport messaging that prevented road gridlock 
  • Supported real-time issue management with no significant incidents 
  • Allowed the permanent RBWM team to manage sustainable workloads during an intense period 

The flexible resourcing model we provided meant RBWM could rapidly scale their communications capacity to meet this once-in-a-lifetime event, then return to normal operations afterward without the long-term costs of permanent recruitment. 

 Youth-centred communication and engagement strategy

Summary

Kent and Medway Integrated Care Board commissioned Blue Lozenge to develop a co-designed communication and engagement strategy to improve children and young people’s access to mental health services. Blue Lozenge placed young people at the centre of the methodology, conducting focus groups in schools and youth councils, engaging parents, carers, and education staff, and consulting mental health service providers. The resulting strategy was grounded in evidence and insight, accompanied by a pragmatic one-year implementation plan. The strategy provides Kent and Medway ICB with a framework to address communication gaps and improve mental health service access for children and young people across the region.

Co-designed communication strategy to help transform children’s access to mental health support

Kent and Medway Integrated Care Board faced escalating demand for children and young people’s mental health services, compounded by feedback about poor communication around available services. They needed a transformative communication and engagement strategy that would help vulnerable young people access appropriate mental health support when they needed it most. 

Approach

Blue Lozenge placed the voices of children and young people at the centre of our methodology: 

  • Involved young people throughout the entire process, beginning with co-scoring the project bid 
  • Conducted targeted focus groups with children and young people in schools and youth councils 
  • Engaged education workforce, parents, and carers to understand their unique perspectives 
  • Consulted mental health service providers to identify operational challenges and opportunities 
  • Collaborated with the local communications network to leverage existing strengths 
  • Analysed national research on youth mental health communication preferences 
  • Developed a comprehensive strategy grounded in insights and evidence 
  • Created a pragmatic one-year implementation plan with achievable milestones 

This multi-stakeholder approach ensured our strategy addressed the patient journey holistically, identifying and resolving communication gaps that previously prevented young people from accessing vital services. 

Impact

The resulting strategy represents a breakthrough in children’s mental health communication, providing Kent and Medway ICB with a roadmap for delivering world-class engagement. Beyond the strategic framework, our practical implementation plan ensures incremental progress toward improved mental health outcomes for children and young people across the region. 

Most importantly, by redesigning communication pathways based directly on young people’s input, the strategy will help vulnerable youth navigate and access mental health services more effectively, potentially transforming outcomes during critical developmental stages. 

 

From start to finish Blue Lozenge shared our vision for creating a first-class strategy that had the voices of children and young people at its heart, while being ground in insight, evidence and research. Blue Lozenge’s professional, expert and pragmatic approach to the project meant they felt like an extended part of our team, working together to deliver a vital piece of work. We wouldn’t hesitate to work with Blue Lozenge again.

Sue Mullin, Associate Director: Children’s Mental Health 

 

Maximising virtual ward capacity

Summary

South East London Integrated Care Board commissioned Blue Lozenge to design and facilitate a strategic summit aimed at increasing virtual ward utilisation and system-wide buy-in ahead of winter 2023/24. Blue Lozenge co-designed an interactive event bringing together acute, virtual ward, and community teams, developing patient and clinician case studies, facilitating cross-system discussions, and managing all logistics. The summit achieved a 63% conversion rate of targeted invitees, with 51% of attendees reporting increased ability to identify suitable virtual ward referrals and 73% committing to apply new knowledge in practice. Summit outputs were incorporated into NHS England submissions and local winter planning.

Facilitating impactful operational and clinical conversations

South East London’s NHS winter plan included implementing and increasing virtual wards to reduce
pressure on physical facilities. While virtual ward programs existed across Local Care Partnerships,
they faced varying occupancy levels with limited referrals from acute settings. The SEL virtual ward
team needed to enhance system-wide buy-in, increase utilization, and maximize capacity to support
acute patient flow for winter 2023/24.

Approach

Blue Lozenge designed and facilitated a strategic summit bringing together acute, virtual ward, and community teams.

Our comprehensive approach included:

  • Co-designing an interactive and engaging event to meet specific objectives
  • Providing strategic advice on content based on local and national context
  • Creating sessions to enhance understanding on the virtual ward model
  • Facilitating discussions between clinical, service management and ICB colleagues
  • Developing patient and clinician case studies for practical context
  • Utilising digital tools to maximise engagement and participation
  • Managing all logistics including venue selection, invitations, event management
  • Producing detailed reporting for system-wide implementation
  • Our experienced event engagement team handled all communications and logistics, freeing the ICB team to focus on stakeholder engagement and content delivery.

Impact

The summit achieved impressive results:

 

  • 63% conversion rate of targeted invitees with nearly 60 colleagues attending
  • 51% of attendees reported increased ability to identify suitable virtual ward referrals
  • 73% committed to applying their new knowledge in practice
  • Each locality developed concrete implementation actions for winter preparedness
  • Summit outputs were integrated into NHS England submissions and local winter planning.

 

Most importantly, the event built crucial understanding and trust in virtual ward services across different parts of the healthcare system, laying groundwork for improved patient flow during the challenging winter period.


“Just what I needed! Despite limited time leading up to the event, Blue Lozenge helped to prepare
and facilitate a professionally run summit. Facilitation on the day was spot-on and took into
consideration the diversity and experiences of multiple stakeholders and in doing so ensured delivery
of our desired outcomes and outputs. Feedback from stakeholders was enthusiastic all around and I
would recommend Blue Lozenge.”

Ekuba Edjah, Assistant Director – South East London Virtual Wards