Nuffield Hospitals, the charity which runs 41 private hospitals,
has appointed a corporate communications head for the first time.
Michael Keep, 46, joins from Prudential Life and Pensions where he
started as communications manager last year. He will help build the
organisation’s brand by promoting it both internally and externally.
A spokesperson for Nuffield said that the success over the last year of
the hospital’s self-pay service (where patients pay directly for their
care rather than relying on health insurance) had created a need for a
full-time corporate communications head.
Keep said: ’The new department will be putting in place a strategy to
handle external relations, including relations with Government and trade
bodies, and internal relations, through which we help build the brand
and develop core values.’
His department will also act as an internal consultancy to Nuffield’s 41
hospitals. ’We have a devolved structure so local PR will be down to the
hospitals and we will help them with some creative ideas in areas like
community relations,’ he added.
Keep will lead a team of two, as well as co-ordinating outside
assistance from Fishburn Hedges, which handles day-to-day press
enquiries. He will report to the charity’s chief executive, David
Previously PR was dealt with by Geoff Benn, business development head in
the marketing department.
Keep won an IPR Sword of Excellence in 1997 for internal communications
at Great Western Trains, where he was communications manager. He has
also been head of public relations at the London Borough of Waltham