Summary

Darwin Group commissioned Blue Lozenge to reposition their media presence from construction trade press to healthcare publications, targeting NHS decision-makers including chief executives, finance directors, and estates leads. Blue Lozenge refined Darwin Group’s messaging to address NHS estates challenges, developed a focused healthcare PR strategy, and led media engagement across specialist health titles and regional and national outlets. The strategy delivered Darwin Group’s first earned media coverage in key healthcare trade publications, significantly increasing their share of voice among NHS stakeholders and establishing their reputation as a trusted commentator on healthcare estates challenges.

Helping Darwin Group access the health and care sector through strategic PR

The Darwin Group had historically concentrated their media relations on the construction trade press that aligned with their industry background but didn’t reach their target audience; NHS and healthcare decision-makers, who engage with specialist health media and mainstream news.

They set out to build credibility with NHS stakeholders and position themselves not just as builders, but as partners in solving health system pressures.

To support their business goals, the Darwin Group needed to reposition themselves in the media landscape moving from a construction-focused narrative to one that spoke directly to healthcare priorities, particularly as estates face major challenges of deteriorating buildings, corridor care and reduced budgets.

Approach

Blue Lozenge worked with Darwin Group to refine their messaging, ensuring it addressed the urgent challenges facing the NHS and demonstrated how their fast-deployable modular solutions could deliver meaningful impact.

We worked closely to shape a focused healthcare PR strategy and lead their media engagement, across both specialist health titles and regional and national outlets. A key part of the approach involved upskilling the Darwin Group team on the value of earned media, and how strategic PR could drive credibility and influence.

We established clear and consistent messaging for their public relations, tailoring it for an external healthcare audience while ensuring alignment with broader business goals.

Through a proactive outreach, responsive commentary, and targeted media engagement, the Darwin Group strengthened its reputation and began to be recognised as a trusted voice on healthcare estates challenges, positioning themselves as a go-to commentator for health sector estates media.

Impact

The PR strategy developed by Blue Lozenge delivered the Darwin Group’s first-ever earned media coverage in key healthcare trade publications, marking a significant shift in visibility with their target audience. This, alongside continued presence in construction media, elevated their profile among NHS decision-makers, including chief executives, finance directors, and estates leads.

As a result, Darwin Group significantly increased their share of voice within the healthcare sector and established a credible position as experts in NHS estates and capacity solutions. Media relationships built through the programme have opened doors for ongoing coverage, and as the national conversation around NHS infrastructure continues, Darwin Group is now recognised as a trusted voice on the future of healthcare estates.

“Blue Lozenge’s deep knowledge of the NHS and health and care sector has been invaluable in helping us shape our media relations strategy and approach. They supported us to shift our messaging so it speaks directly to healthcare decision-makers and keeps patient needs at the centre.

“Their strategic PR guidance has raised our profile in the sector and helped us start meaningful conversations with key stakeholders across the NHS.”

Hayley Smith, Director of Strategy and Transformation at the Darwin Group