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Excellence in Media Relations – Healthcare

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Highly Commended

Accelerating Change for Stroke Patients Through the Media

by Reynolds-MacKenzie and Medtronic In-House Team


Summary of work

Mechanical thrombectomy (MT) has been praised by experts for its revolutionary results in the treatment of stroke, helping reduce or eliminate potentially devastating disabilities. MT is relatively unknown and performed by only a small number of healthcare professionals in the UK (interventional neuroradiologists). Not being routinely commissioned nationwide means patients are considered ‘lucky’ to receive it in this country.

With the majority of stroke services not currently set up to deliver MT, a lack of specialists and perceptions of the procedure able to benefit only a few people, our campaign needed to make MT a national priority and gain the attention of NHS England.

Media relations played a pivotal role in raising awareness of MT and ensured the procedure became on the radar of policymakers. The team embarked upon a strategy which sought to identify the accurate number of patients who should receive MT as a means to instigate conversation. A sustained media presence and long lead approach with the BBC secured >115 items of coverage, including widespread national coverage.

As a result, MT has been made a priority for NHS England: initial specialised commissioning guidance was provided in February 2017 with a deadline for implementation of April 2018.

Judges' comments

We were impressed with the fact that Reynolds-Mackenzie and Medtronic managed to push NHS England and NIC in the direction they wanted, all for a pretty low budget. They achieved great coverage, with a beautiful use of patient case studies, combining the power of data with a human story.



Highly commended

Accelerating Change for Stroke Patients Through the Media - by Reynolds-MacKenzie and Medtronic In-House Team


Finalists

Exposing Cuts in Access to Contraception - by Incisive Health for The Advisory Group on Contraception, supported by Bayer Plc

The Infant and Toddler Forum (ITF) Rethink Portion Sizes Campaign - by Say Communications for Danone Nutricia Early Life Nutrition

Pathfinder 2016 - by Target Ovarian Cancer


Sponsors

Behind the Judging: Communiqué Awards

Behind the Judging: Communiqué Awards
Find out what the chair of judges Anna Korving, senior judges Sarah Matthew and Annabelle Sandeman and previous award winners Paul Tanner, 90TEN and Emma Reynolds, Cohn & Wolfe; have to say on how the judging process works, what the judges focus on, tips on what helps and what distracts within an entry and get insights into how previous winners have created that stand out submission.