A podcast approach to thought leadership

Summary

Newcross Healthcare, a UK-wide health and social care staffing provider, commissioned Blue Lozenge to develop a media and PR strategy to establish thought leadership and promote their “Voices of Care” podcast. Blue Lozenge identified high-profile industry guests, aligned episode topics with sector news, developed compelling content, and generated targeted media stories from each episode. The strategy secured 90 pieces of media coverage across national, regional, and trade publications, including six placements in national and global titles such as The Guardian and 10 articles in high-profile trade publications.

Using media to maximise brand reach for healthcare staffing provider

Newcross Healthcare, a UK-wide supplier of health and social care staff, sought to establish themselves as thought leaders and champions of the care sector. They needed to develop their industry relationships through strategic communications, with a particular focus on launching and promoting their “Voices of Care” podcast to position the organisation at the forefront of sector discussions.

Approach

Blue Lozenge developed a comprehensive media and PR strategy targeting national, regional, and trade publications to drive podcast engagement and enhance brand visibility. Our approach included:

• Identifying and securing high-profile industry guests
• Aligning podcast topics with emerging news and key sector challenges
• Supporting research and development of compelling episode content
• Creating distinctive story arcs with media-worthy discussion points
• Responding to current events, including healthcare worker industrial action
• Generating targeted news stories from each episode to attract new listeners

By positioning each podcast episode as a newsworthy event, we created a continuous cycle of media coverage that expanded the podcast’s reach and reinforced Newcross Healthcare’s thought leadership position.

Impact

Our strategy delivered exceptional results:

• 90 pieces of media coverage generated
• 6 placements in national/global publications including The Guardian
• 44 features in key regional titles including The Yorkshire Post
• 10 articles in high-profile trade publications like The Carer

This extensive coverage significantly expanded the podcast’s audience and strengthened Newcross Healthcare’s brand presence among potential clients and industry influencers.

“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