Finalist
Best Kept Secret: Demonstrating the Value of Clinical Homecare to the NHS and Patients
by ZPB Associates on behalf of National Clinical Homecare Association
Summary of work
Best Kept Secret was a data-led campaign which transformed how clinical homecare is understood and valued by NHS stakeholders and policymakers. Commissioned by the National Clinical Homecare Association (NCHA), the project positioned homecare as a strategic solution to healthcare challenges. This came at a time when the sector faced reputational risk from a House of Lords inquiry and critical media coverage.
The campaign was built on an insight-driven report that quantified for the first time the sector’s contribution to the NHS. Using powerful data on patient outcomes, economic impact, and service capacity, the report reframed homecare as a critical enabler of system sustainability. The launch campaign combined stakeholder engagement, high-impact media relations, and social amplification. The campaign has led to the NCHA building working relationships with key policy makers and positive media coverage in key outlets. Targeted distribution and social media drove report downloads and engagement.
The campaign exceeded its targets: In month one the report was downloaded over 185 times by relevant organisations, NCHA’s LinkedIn audience grew by 28%, and the sector’s narrative shifted from scrutiny to solution. This campaign showcases how data, used strategically, can change perceptions and drive meaningful policy engagement.
Judges’ comments
This entry from ZPB and NCHA really resonated, with a strong emotional element. They had set a big and challenging task and did so in a number of different ways. It was thorough, worthy with a clear introduction of need.
