Media Strategy in wider Capio role

Capio Healthcare, the Swedish-owned company that provides operations to the NHS, has illustrated its faith in retained PR agency Media Strategy by putting it in charge of its UK advertising strategy.

The move comes as Capio reveals plans to increase its PR spend by 50 per cent over the next 12 months.

The firm wants more national coverage, and Media Strategy – which has worked with Capio for four years – has been handed a two-year contract worth £320,000 in the first 12 months alone.

The agency's programme also includes managing a £1m ad campaign aimed at NHS staff. The campaign will target family doctors, consultants and NHS managers as it seeks to increase its share of NHS business.

The advertising work will be sub-contracted by Media Strategy, with pitches to be held in due course, said agency director Andrew Harrison. 'Our aim is greater exposure nationally for Capio's mental health, neurology and core acute hospital specialisms,' he added.

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