Increasing consideration for private hospital services
Nuffield Health Hospitals
Creatively communicating the benefits of private healthcare.
The NHS is under a huge amount of strain, meaning people often face long waits. Our creative communications campaign for Nuffield Health Hospitals focused on the cost of waiting on the NHS from both a physical and mental health perspective.
This allowed us to talk about self-pay options to help people get their lives back on track more quickly. With waiting lists growing for many commonly performed surgical procedures involving hips, knees, hearts and joints, the campaign focused on those most likely to be needing these types of operations: the over 60s.
Delivering 70 pieces of well-messaged coverage, including national TV
At the heart of the simple campaign sat research showing that one in 10 Brits over the age of 60 have waited almost half a year for an operation or diagnostic test on the NHS with one in three saying the wait impacted on their mental health. With mental health high on the media agenda and with the latest waiting list times having been published, we were able to make our message hugely topical. The hard-working brand newsroom delivered over 70 pieces of well-messaged coverage – including national TV – that positioned Nuffield Health, and self-pay services, as an alternative to the NHS.
This was a
Project for Nuffield Health