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PMEA Support Agency of the Year

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Highly Commended

Aurora Healthcare Communications

Summary of work

Aurora has a single goal, to make a difference; a difference for clients, patients, healthcare professionals, its staff and the industry as a whole. This goal is supported by a brave, consistent business strategy and positioning.

Formed in 2005 by Neil Crump and Claire Eldridge, Aurora has always maintained a philosophy that: happy team + happy client = great work.

Twelve years later, and in response to frequent speculation from peers, Neil and Claire publicly declared that Aurora was not for sale. Unlike many independent agencies that eventually sell to larger conglomerates, Neil and Claire were convinced that independence gave Aurora an edge. Independence allowed Aurora to remain agile in its decision-making and to stay true to its philosophy.

Aurora’s 2017 strategic plan was the embodiment of this flexibility, choosing to focus on aspirations, purposes and values, not a financial number to meet at all costs.

This strategy led Aurora to seek out clients that shared a common commitment to making a difference. It gave renewed focus to the high-quality of Aurora’s staff, and made attraction and retention vital.

Independence made a difference for the business, with increased revenue; increased profit; increased client base; increased pitch success and increased headcount.

Judges' comments

Aurora met their strong ambitions without compromising their focus on people. They have excellent patient focus and collaboration, whilst demonstrating a strong financial performance.  This small agency focuses on doing the right thing for both their business and their staff.




Key dates

Entry deadline 26 August 2021
Extended entry deadline 2 September 2021*
*additional fee applies
Judging Day 1 October 2021
Company of the Year Interviews 22 October 2021
PMEA Event 24 November 2021