Communication strategy, press office, and crisis management

10 million reasons to succeed

Vocare provides urgent care services for over 10 million UK patients.

It runs urgent care and GP out-of-hours centres across the UK, as well as the NHS 111 service.

After a period of rapid growth, it required Admiral’s support in overcoming a number of challenges.

Having started out in the North East of England, it had expanded into Yorkshire, Staffordshire, Leicestershire, the South West and London.

Several new challenges emerged including:

  • Pressure to recruit enough GPs to facilitate growth
  • The heightened threat of issues or crises arising with the increase in numbers of patients using its services
  • Promoting its corporate brand to potential investors, while also building awareness of regional services to the general public

Admiral was appointed to:

  • Strategically advise on protecting and promoting Vocare’s corporate brand
  • Minimise the impact and reach of negative issues and crises
  • Support a major recruitment drive to double GP numbers
  • Manage relations with various stakeholder groups
  • Target patients with marketing campaigns
  • Manage social media output


  • Over 300 GPs recruited in six months at a cost of just £17 per appointment – significantly lower than traditional recruitment methods
  • In over 80% of cases, Admiral kept negative stories from reaching the press by liaising closely with stakeholders and media
  • Vocare’s corporate brand was not once mentioned in the press in relation to any negative stories
  • As a ‘learning organisation’, Vocare was able to improve strategies and structures after each crisis threat following advice from Admiral
  • Vocare’s ‘opportunities to see’ doubled within six months of Admiral’s intervention, both for the corporate brand and the local constituent ones
  • Traffic to Vocare’s website increased sharply after Admiral started the corporate campaign. Spikes in activity were identified after thought leadership pieces appeared in influential trade magazines

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