The UK's largest orthopedic hospital has drafted Grayling to boost awareness of its services and provide support for a major redevelopment of the National Health Service trust's site in Stanmore, Middlesex.
Grayling is charged with creating a major campaign to raise the profile of the Royal National Orthopedic Hospital NHS Trust.
The trust recently submitted its application for an £84m ($134.9 million) redevelopment plan, and it is awaiting approval from the local authority. More than half of the trust's buildings were erected more than 60 years ago, and patient care is still being delivered in wards that were originally designed for temporary war-time use.
The redevelopment aims to provide purpose-built, state-of-the-art facilities for adults and children for the first time.
Head of corporate affairs Jackie Stephen said this was a “critical time” in the trust's history as it worked towards receiving Foundation Trust status by April 2014.
“In the medical field, we are world-renowned, and we are using this opportunity to raise our profile,” said Stephen.
Grayling has been selected for the short-term project for its ability to combine “significant NHS understanding with political and stakeholder planning experience,” Stephen added.
The trust wants to build on broadcast coverage earlier this month to drive national, local, and specialist press coverage of its status before the decision on the hospital's planning application is delivered in March.
Kathryn Ager, director of Grayling's public sector, health, and skills division, will lead the account.
This article originally appeared on the website of PRWeek UK, the sister title of PRWeek at Haymarket Media.