Our work with Network Locum

1. Client name
Category
Timeframe
Budget
Network Locum
Medical Recruitment
April 2012 to April 2013
£10,000
INCREASING SALES & BUILDING A
BRAND: NETWORK LOCUM

2. 2Credentials | © Journalista 2015 | journalista.co.uk
Network Locum appointed Journalista to
increased awareness of the brand and traffic
using and signing up to it’s locum service.
The task was to make Network Locum the
first choice for locums to register and
practice managers to hire.
Campaign aims included:
• Increasing the number of enquiries from
GP practices looking to recruit through
the site.
• Increase the number of GP’s listed on the
site.
• Establish CEO Melissa Morris as a leading
young entrepreneur in the health sector.
Challenge
Strategy
Results
• Focused on two main stories, the product
and the impact it would have on the NHS,
and the creator and her journey to health
entrepreneurship.
• Ran these two angles concurrently across
the trade sector media and the consumer
and business media, seeking three big
peaks in coverage across trades and
consumer magazines and broadsheet news.
• Pinpointed trade media without their own
locum service and encouraged Network
Locum’s MD to appoint GPs into advisory
roles who could author opinion pieces.
20%increase in number of enquiries from GP’s
looking to recruit through site
6mpeople reached with the campaign
£86,700combined value of income from total reach
CASE STUDY: NETWORK LOCUM
• With budgets getting tighter, clinics were
less willing to pay agency fees to recruit
locums.
• The number of GPs not rising in
proportion to growing demands on
primary care. This leaves more need for
locum GPs.
Insight
• We created targeted thought pieces by
leading GPs and CEO Melissa Morris
which received coverage in both national
and trade press.
• Used Melissa’s appearance on Sky1’s The
Angel to maximize media opportunities
and to establish her as a voice and young
entrepreneur in the health industry.
• Created a social media story line,
featuring thought pieces on Facebook and
its use by GPs in the NHS.
Creative

3. 3Credentials | © Journalista 2015 | journalista.co.uk
OUTPUTS: CONSUMER COVERAGE

4. 4Credentials | © Journalista 2015 | journalista.co.uk
OUTPUTS: TRADE COVERAGE

5. 5Credentials | © Journalista 2015 | journalista.co.uk
OUTPUTS: ESTABLISHED NETWORK LOCUM’S CEO
AS LEADING VOICE IN HEALTH ENTREPRENEURSHIP

6. 6Credentials | © Journalista 2015 | journalista.co.uk
01
Secured seven in-depth pieces
of coverage including two
significant comment pieces on
The Guardian Health Network
reaching more than 6 million
people.
02
Increased traffic through
national and trade coverage to
Melissa’s blog, Network
Locum site and Facebook by
up to 25%.
OUTCOMES
03
Network Locum’s CEO Melissa
Morris established as an
authoritative voice in City A.M,
Practice Manager and Director
of Finance on
entrepreneurship and locum
services.
04
Created thought leadership
pieces by respected GPs
which featured on the
Guardian Health Network
leading to an increased
knowledge of Network
Locum’s site and services.
05
Built relationships with
journalists across national and
trade press in both health and
business sectors.
“JOURNALISTA HAS PROVIDED US WITH
GREAT PR SERVICES, FROM CONCEPT
TO EXECUTION AND FOLLOW UP.
DRAFTING AND SECURING COVERAGE
OF COMMENT PIECES BY GPS IN HIGH
PROFILE PUBLICATIONS INCLUDING
THE GUARDIAN HEALTH NETWORK
HELPED BOOST NETWORK LOCUM’S
PROFILE TO MORE THAN SIX MILLION
PEOPLE. I WOULDN’T DOUBT HIRING
JOURNALISTA AGAIN AND CAN ONLY
RECOMMEND HOLLY AND HER TEAM.”
Melissa Morris
CEO, Network Locum