Positioning samedaydoctor as a market leader
samedaydoctor enlisted us to help raise its profile amongst consumers and the healthcare industry.
samedaydoctor is the largest independent GP practice in the UK with five clinics. Founded by Dr Laurence Gerlis in 2003, its popularity with patients’ stems from its convenience – samedaydoctor is open seven days a week and patients can see a doctor within 20 minutes and receive test results that very same day.
- Position samedaydoctor as a clear market leader as the UK’s largest, independent chain of GP practices
- Position Dr Laurence Gerlis as a renowned expert in his field and thought leader in health and medicine
- Promote the City and Canary Wharf clinics to the relevant market and increase footfall
- Raise awareness of the business with high-flying but time-poor young professionals
Originality and creativity
To introduce samedaydoctor to key press, we identified three strands of activity that we felt would be most effective. These were: story placement and news agenda high-jacking, alongside feature placement and personal profiling.
On commencing activity with samedaydoctor, the news agenda was particular busy. Utilising this to our advantage, we worked closely with Dr Laurence Gerlis to identify key trends at the clinic to form stories which tied in to the key topics Press were likely to be covering at that time. This included the Rio Olympics and the Zika Virus, London based stress around Brexit and the UEFA European Championships.
We also responded to the news agenda at every opportunity, to ensure Dr Gerlis was quoted around topical issues, to help position him as the go-to expert in the field of UK medical care.
To further enhance Dr Gerlis’ profile we also sought out opportunities for regular slots and columns, in publications in line with samedaydoctor’s demographic, such as: Square Mile, GQ and London Evening Standard.
Strategy and implementation
To create the stories needed to catch the attention of the Press, we worked with Dr Gerlis to reveal a variety of topical trends to hijack the news agenda. These included: an increasing number of city workers seeking stress-related treatment and experiencing anxiety around the potential (at the time) Brexit and potential heart-related dangers experienced by passionate England fans during the European Championships. Following news of Zika outbreaks ahead of the Olympics, we also responded to the story by putting together a ‘Need to Know’ guide, using Dr Gerlis’ expert insight to educate the concerned public.
To appeal to a broad audience, we also worked to place expert quotes and proactive features from the samedaydoctor team in health and lifestyle titles, by providing medical insight around the subject’s covered in popular magazines and online outlets. Topics included ‘Embarrassing Health Conditions’, ‘The Risks of Social Smoking’, ‘Persistent Genital Arousal Disorder’ and ‘Heart Health’.
Utilising our key media contacts and wide-reaching knowledge of the Press, we also worked to place profiling pieces that outlined Dr Gerlis’s expertise and familiarised the public with his role at samedaydoctor. Aware of the importance of increasing footfall to the London based clinics, we targeted the relevant publications and had a great deal of success.
Results and evaluation
Our story placement resulted in wide-scale national coverage in newspapers and national online titles such as: The Times, Daily Telegraph, The Sun, Daily Express and Daily Mirror.
We also secured coverage through our proactive feature and quote placement in popular consumer and lifestyle titles including Sheerluxe, Natural Health magazine and Cosmopolitan.
As a result of our profiling outreach Dr Gerlis was also featured in London Evening Standard, London based magazine the Riverside Journal and regular slot opportunities with GQ and Square Mile; talking about his success at samedaydoctor, what an average day as a GP entails, and providing expert advice to worried readers in a ‘Dear Doctor’ format.