NHS grows digital healthcare professionals network

The NHS has expanded the reach of its web platforms for healthcare professionals, with six trusts joining the Fendix Media digital network.

The online network is made up of staff intranets providing HCPs with unlimited access to key clinical resources and care pathways for patients.

It also allows pharmaceutical companies to run promotional and educational disease awareness campaigns directly targeting NHS staff. Currently, Johnson & Johnson, Boehringer Ingelheim and Roche are among the pharma, charity and agency clients using the channel to engage with HCPs nationwide.

Joining the Fendix Media-run platform are Barking, Havering and Redgrave University Hospitals, Nottingham Healthcare, Northumbria Healthcare, Peterborough Hospitals, the University hospitals of North Midlands, and the Surrey and Borders Partnership.

The advertising-enabled network's director Simon Grime, said: “The scaling of the network is gathering momentum and is a key digital touchpoint for brands to engage their target customers, inside their own workplace where they spend six to nine minutes per visit and multiple visits per day.

“Because we engage inside the intranets and target by specialist group, the performance and engagement is higher than other independent resources.”

A total of 62 NHS trusts reaching over 350,000 HCPs are now part of the digital platform, with a further 30 trusts set to sign up in the coming months. Over 60% of the NHS Acute audiences and landscape are expected to become part of the network, according to Fendix Media.

Grime added: “The volume and size of client campaigns are increasing month on month as advertisers realise NHS intranets are a critical channel to target messages to the NHS workforce as a whole or to specific health professionals.”

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