Client:

Spire Bushey Hospital

Project:

PR & Social Media

Merchant Healthcare Marketing (MHM) has been working with Spire Hospital for a number of years. The case study below details the pr and social media work done with their Spire Bushey Hospital, which MHM has been working with since 2010. Our brief was to use PR to promote the hospital’s key services and consultants.

The Challenge

Merchant has been working as Spire Bushey Hospital’s healthcare PR agency since 2010. Our brief was to use PR to promote the hospital’s key services and consultants, both within the local Hertfordshire area and greater London.  Their target audience is two-fold; both the general consumer, either with private medical insurance or the means to pay for themselves, and local GPs who will consider referring their patients to the hospital’s consultants.

Working with the hospital’s marketing team, and utilising our close relationships with key healthcare journalists, we regularly achieve media coverage for Spire Bushey Hospital in identified target publications through the following methods:

  • Interesting patient case studies
  • Expert comments from consultants
  • News-jacking
  • Articles for GP publications

These third-party endorsements have helped to position the hospital as credible, and their consultants as leaders in their fields. The media coverage we have achieved has also led to numerous patient enquiries and new business leads.

Spire Bushey PR Coverave

To help the hospital’s consultants understand how the media and PR work, we run consultant PR evenings at the hospital, where we explain the basic principles of public relations and how we will work with them when we have a media enquiry.

Along with traditional PR, we have also acted as Spire Bushey Hospital's social media agency – conducting Twitter training for key staff members and helping them build their following.

Managed and run by us, the hospital also conducted the UK's first live tweet of an operation.  We liaised with the consultant to pre-prepare the tweets, put together a comprehensive crisis plan and our 'tweeter' sat in the operating theatre, tweeting each step of the procedure and answering questions tweeted by followers.  We then later conducted second and third live tweets utilising the then-new Twitter video app, Vine.

We leveraged the tweets as PR opportunities and achieved numerous pieces of media coverage that highlighted the skill and innovative outlook of both the hospital and the consultant. Results included over 30 pieces of media coverage, including international social media publications and an interview with local BBC radio.

Our Success