The NIHR is the engine-room of vital research within the NHS.
It has greatly increased the volume of health research since its launch in 2006 accelerating the translation of science into real patient benefits – and engaging many more healthcare professionals and patients in trials and studies.
In 2016 the NIHR called upon Admiral to develop a communications strategy.
After a decade in operation, a “step change” in brand awareness was needed to support its essential work in the years ahead.
The strategy had to encompass every part of what is a highly complex, multi-site and multi-disciplinary organisation. Its many stakeholders also had to be considered.
In-depth research and analysis was initially required to establish the baseline on which the organisation’s reputation could be built.
We carried out an extensive perceptions audit, using qualitative and quantitative evidence gathering methods. It involved:
Our findings were analysed, divided into key themes and used to form strategic recommendations.
The subsequent strategy covered all aspects of internal and external communications, addressing challenges and maximising the opportunity to build brand awareness and reputation.
We presented it multiple times to various stakeholder groups to encourage engagement and adoption of the strategy. It was also uploaded online, giving it essential exposure to public scrutiny.
“Admiral thinks big. The team understood the wider context and were able to visualise where NIHR should position itself within healthcare. They quickly identified the weaknesses in our communication and engagement approaches, our structure and where there were gaps in expertise. They had a clear vision for NIHR and its communications goals and were persuasive with their proposals for radical change.”
Director, NIHR Trainees Coordinating Centre