Winner
Celebrating Robotic-Assisted Surgery in the NHS
by Lexington for Intuitive
Summary of work
Robotic-assisted surgery (RAS) is improving patient outcomes and enabling the NHS to increase productivity and efficiency. As the NHS carved out the vision for its future post-pandemic, optimising the role of this innovative technology was central. So why was no one talking about it?
Working with Intuitive, we set out to increase understanding of robotic-assisted technology amongst NHS decision makers, Government and patients.
We knew that nationally and locally the NHS wanted to share good news stories about innovations and clearing their backlog – so we created a Communications Guide to help NHS Trust Comms Teams identify and celebrate the brilliant innovations being pioneered in their surgeries, and the remarkable patient experiences.
Meanwhile, we identified case studies where the innovative use of robotic technology tapped into national challenges – from lung cancer screening and theatre efficiencies, to training the next generation of surgeons – and pitched exclusives to national journalists.
Locally and nationally, we supported patients and clinicians to share their experiences, to boost understanding and education about RAS.
In 2023, we secured over 600 pieces of earned coverage in the UK - the most successful year to date - and got the attention of national decision makers.
Judges’ comments
‘Celebrating robotic-assisted surgery in the NHS’ is a hugely impressive campaign delivered by a team that clearly knew what it was trying to achieve. The strategy was simple and easy to follow, the objectives and KPIs were targeted, and the outcomes and outputs were outstanding. The unprompted messages stood out to the judges, acting as a clear indicator of success. The results speak for themselves.
