Using media to maximise brand reach

Background and objectives

Newcross Healthcare supplies health and social care staff to organisations across the UK. It has an ambitious communication strategy to develop their relationships in health and care. Blue Lozenge supported them with communication consultancy, public relations activation and social media.  

A key part of their strategy was the launch and promotion of their podcast, Voices of Care.​  

This was designed to establish Newcross Healthcare as a thought leader and champion of the care sector​. We engaged with and attracted some of the most well-known names in health and social care and integrated relevant topics into the conversations, particularly those affecting the workforce agenda. 

Engaging in these thought-provoking discussions ensured Newcross Healthcare was at the forefront of topical debate and discussion and provided newsworthy content for PR activation.  

Approach

We worked with Newcross Healthcare and the Voices of Care podcast team to develop a media and PR strategy which targeted key national, regional and trade publications to secure coverage and drive more listeners to the podcast.  

As part of the strategy, we identified target guests and ensured the podcast covered emerging news topics as well as key themes, challenges and opportunities facing the industry. We supported the research and development of each podcast story arc, developing lines of questioning and areas for discussion which would be of interest both to direct listeners of the podcast but also to national, regional and trade media to maximise the podcast reach. This involved both looking ahead to future key health and social care events and ensuring episodes either covered these items or responded to emerging news stories like the industrial action taken by healthcare workers in 2023.  

Our approach meant that each podcast episode then generated a news story that we shared with target publications which created media stories to drive new listeners to the podcast and increase awareness of the Newcross Healthcare brand.

Outcome

Our approach delivered:  

• 90 piece of media coverage generated 
• 6 of those in national or global publications including The Guardian 
• 44 in key regional titles including The Yorkshire Post and The Eastern Daily Press 
• 10 in high profile trade publications The Carer and Caring Times 

Altogether, the coverage connected the podcast and therefore the Newcross brand to more potential clients and influencers.

Client testimonial

“Blue Lozenge are experts in developing PR plans and strategies that deliver results. They took time to understand our business, combined with their knowledge of the media landscape and the health and care sector they helped our podcast reach a broader audience.

“We also valued their consultancy advice and expertise on our social media approach and the podcast content.”

Suhail Mirza – Non-executive director, Newcross Healthcare 

If you’d like to develop a PR strategy that delivers results and raises your profile email hello@bluelozenge.co.uk today.