Winner
Celebrating the Robotics Revolution in the NHS
by Lexington for Intuitive
Summary of work
Robotic-assisted surgery 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 – but were too busy firefighting to seek them out. We created a Communications Guide to help NHS Trust Comms Teams identify and tell compelling stories in local media celebrating 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.
In 2023, we secured over 600 pieces of earned coverage in the UK, including a six-page spread in the Sunday Times Magazine, multiple splashes in The Times and the Telegraph, and broadcast features on BBC Scotland and ITV London.
Judges’ comments
Lexington and Intuitive have picked up on the mood for needing some good NHS news, linked with waiting list reduction. It had very strong outcomes and audiences and the panel particularly liked the communications guide to support NHS Trusts. Great coverage and significantly exceeded KPIs.
