Newcross Healthcare is one of the country’s top care providers with ambitions of becoming a leading voice for industry change, but the company had little profile.
Borkowski proposed a campaign built on a ‘state of the nation’ Care Sector Survey by Newcross and YouGov.
From this we told a powerful story of the challenges facing the sector and followed up with key regional insights from around the UK. The story was broken on p.2 of the Daily Mirror and followed up by each of Reach PLC’s key regional titles.
We augmented the story with a thought leadership manifesto of Newcross’ solutions for these challenges, seeded via a page-lead op-ed in the Daily Express and a news story in the I.
We then provided further insight and case studies on the likes of LBC and GB News and finally offering a detailed industry-focused perspective in the healthcare trade media.
Despite the story breaking amid the collapse of the Truss government, Newcross Healthcare went from being a ‘sleeping giant’ to one of the most prominent voices calling for the new government to enact care sector reform.