Dictate IT is a one-stop source of medical transcription, digital dictation and speech recognition services for NHS Trusts, GP practices and private medical groups. It needed to launch its clinician developed services to the medical sector.

The Objectives

  • To launch Dictate IT to the healthcare industry and IT media.
  • To position Dictate IT as the leading supplier of dictation and transcription services to the medical sector.
  • To educate IT managers and decision makers in NHS Trusts on how Dictate IT’s solutions can revolutionise Trusts’ information management systems.
  • To highlight Dictate’s unique features, such as the ability to integrate with hospital intranets and sub-systems, including electronic patient records and GP’s notes.

Our Strategy

We started with an editorial brainstorm in which we developed a clear picture of the software, company structure and relevant media angles.

The team then developed a strategy to raise the company’s profile after it won a framework agreement to supply digital dictation, speech recognition and outsourced transcription services to 200 NHS Trusts – Dictate IT was the only supplier under the agreement awarded the right to offer all three services.

One of the key challenges was to demonstrate the work Dictate IT already does with existing NHS clients to prospects and the industry, and we embarked on a programme of case studies, journalist introductions, research and news announcements highlighting the value in efficiencies, cost savings and ultimately improved frontline care.

A piece of commissioned research asking voters their opinions on using IT in the NHS for increased efficiencies was timed to coincide with the general election to create a hard-hitting news story.

The results

We achieved over 93 pieces of coverage over the fourteen-month contract

Regular hits in key publications that target NHS IT and procurement managers. These included eHealth Insider (7 pieces), Hospital Equipment Supply (13 pieces), Health Investor (5 pieces), SmartHealthcare (3 pieces), Health Business (2 pieces), Talking Outsourcing, Outsourcing Professionals, British Journal of Healthcare Computing (5 pieces) and Hospital Bulletin (2 pieces).

“Definition has truly put us on the map ahead of our competitors and helped us demonstrate our unique offering to NHS Trusts around the country. As our first B2B PR campaign it was important that the agency understood our product and what we wanted to achieve from media contact. In this case, it was a mixture of clarifying myths surrounding the use of IT in the NHS – and actively introducing the company to the media. But we also wanted the industry to know that we are the biggest supplier to the NHS, and Definition has managed to achieve this.” Mark Miller, MD, Dictate IT

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