A one-to-many ABM programme for healthcare, moving from selling solutions to the NHS towards designing solutions for and with the NHS.
The challenge
Healthcare had been identified as a strategic growth sector, but credibility within the NHS needed rebuilding.
While the organisation had a long history in healthcare, there was a perception that technology providers did not always understand the day-to-day realities facing clinicians or design solutions around their needs.
The challenge was not simply to change perceptions. It was to demonstrate a genuine commitment to healthcare through investment, partnership and co-creation, and in time, earn recognition as a trusted partner to the NHS.
The approach
Rebuilding credibility required more than marketing activity. It meant demonstrating a genuine commitment to healthcare through investment, partnership and co-creation.
The organisation moved from selling solutions to the NHS towards designing solutions for and with the NHS.
This included recruiting senior healthcare leaders from within the NHS, establishing a Clinical Advisory Board of practising clinicians, and creating a co-creation programme that brought NHS organisations directly into the development of new healthcare solutions.
Two dedicated healthcare marketers were recruited and led, helping strengthen sector understanding and supporting delivery of the wider programme.
NHS Trusts were identified as the primary audience, and a value proposition was developed around transformation, partnership and long-term improvement.
Working closely with healthcare leaders and practising clinicians, the co-creation programme launched through a VIP NHS Trust event.
The wider Build & Repair strategy was supported through research, thought leadership and sector engagement. Clinical voices were amplified through roundtables, PR activity and strategic partnerships, creating opportunities for open dialogue and collaboration.
The impact
The programme engaged 175 NHS Trusts in its launch year, exceeding awareness targets by 75% and generating 45 strategic conversations with healthcare decision-makers.
The programme significantly exceeded pipeline and revenue objectives, validating the decision to invest in deeper sector expertise, partnership and co-creation.
Most importantly, it helped rebuild trust with the NHS through sustained investment, collaboration and co-creation, establishing credibility that extended well beyond the healthcare sector.
The results
175
NHS Trusts engaged in the launch year
75%
above awareness target
45
strategic conversations with healthcare decision-makers
1:many ABM. Programme led by Amanda Weekes during her in house career, before AWX.
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