Campaign: Second Opinion

Geoffrey Bowden, Nexus Structured Communications managing director, advises healthcare clients such as the National Institute for Clinical Excellence.

The increase in surgeries signing up to NPDT programmes would indicate that its message has been getting through.

However, there is variance between Media Strategy's claims and those of the NPDT. Media Strategy suggests its involvement has led to an increase in participating surgeries from 1,000 to more than 3,500 covering 24 million patients. A more expansive NPDT website claims it is 5,000 practices covering some 32 million patients. I believe it's time to co-ordinate the messages.

Getting the message to patients is the more difficult part of the campaign.

Media Strategy has gone down predictable, if not tried and tested, routes.

Surprisingly, regional newspapers and local broadcasters did not feature.

They are good vehicles to get across messages locally and I would have expected to see them within the strategy.

The acid test is whether the NPDT will survive. Now, with politicians eager to demonstrate to voters how ruthless they can be in cutting bureaucracy, the NPDT must be nervously looking over its shoulder.

Yet you cannot fault this campaign on the results and the team has certainly delivered for its client.

Creativity: 3

Delivery: 5


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