INFORMATICS
Health Information Technology
and Health Information Management

Speaking the same language as the NHS to make the right connection

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Cost effectively target key decision makers in the NHS


The biggest issue facing most NHS suppliers when looking to win new business is how to cost effectively target key decision makers.

This is never easy when decision makers can often be from different areas of the Trust and include finance managers, informatics managers, clinicians as well as the Trust senior executives and even non-executive directors.

BFG Healthcare Marketing has over ten years of experience working with both NHS Trusts and their suppliers. We can help your organisation at a local level, cost effectively raising your awareness with the right people at the right time, and make sure you have the inside track that helps give competitive advantage.

Some of the specialist services we offer:

Benefits realisation documents

When making purchase decisions NHS managers are understandably risk averse and look for cost savings, safety, experience and credibility from potential suppliers. BFG can help you demonstrate these benefits and attributes in succinct case study and benefit realisation documents.

Website design
and development

Detailed research conducted by BFG has uncovered that trust managers are often unable to see the product benefits on many IT suppliers' websites. Clear, easy to follow information that explains product features, operational advantages as well as financial benefits has been cited as the shortcomings of most sites. BFG is able to work with you to create interactive websites that generate real sales leads.

Research and
market intelligence

BFG Healthcare Marketing is aware that most IT suppliers have a list of trusts to target. But often with limited resources the ability to conduct research to identify the best trusts to approach and to ensure that their proposals are customised and relevant is limited. BFG has over ten years’ experience working with a wide range of IT suppliers and NHS Trust and can make sure you have the insight and information you require.

ROI models

When a trust manager identifies a product or service that will benefit patient care the biggest issue they face is getting financial approval to move forward. If they are able to demonstrate a clear return on investment model our experience shows they almost always gain that purchase approval.

Events with purpose

Most informatics companies attend industry exhibitions and conferences purely because their competitors do. Our research shows many trust senior decision makers don’t actually attend such events and those that do are often simply meeting their current supplier. BFG targets relevant decision makers using specific drivers to give them a reason to attend specifically to meet you.

Brand analysis

To identify and project a clear point-of-difference it is imperative to have a defined brand essence and brand promise. A clearly defined brand essence will also help a company to be valued for its unique attributes and service skills - not just the product benefits. Our brand analysis audit is often the first step we take with clients and our proven methodology quickly helps deliver clear direction for their marketing and PR message.

CCube Solutions

Looking after every stage of information strategy

Designed and built in partnership with NHS practitioners using Microsoft’s latest technologies, CCube’s award-winning solutions deliver electronic health records to clinicians and administrators in the format they require when and where they are needed.

Having carried out a brand audit it was quickly established that CCube Solutions required a new visual image to be expressed by a new corporate website. The aim was to modernise the information delivery and this was achieved by developing a website that features video presentation and social feeds that allows information to be delivered in a faster and more concise way.

BFG also created a fully transactional e-forms website for CCube Solutions that allows NHS Trust clients to select exactly which type of e-form they require for a specific requirement and easily downloaded it ready for use.

Project Details

  • Client

    CCube Solutions

  • Projects commissioned

    • Market analyisis
    • Specialist copywriting
    • Development of transactional website
    • Corporate website design
  • Website

    www.ccubesolutions.com

InterSystems

Promoting the importance of interoperability

InterSystems is the engine that powers some of the world’s most important healthcare solutions. Their products for data management, interoperability, analytics, and health information systems are used to turn vision into a reality, improving patient care and safety while managing costs.

Our work for InterSystems includes the development of infographics to simplify product benefits and return on investment data so that it can be read quickly and easily by busy IT managers and NHS senior managers. Projects also include the production of case studies to document implementation achievements and in-depth white papers on issues such as interoperability within the NHS.

Project Details

  • Client

    InterSystems

  • Projects commissioned

    • Market research
    • Specialist copywriting
    • Infographics
    • Product literature design
    • Industry white papers

Cambio Healthcare Systems

Scandinavian healthcare in the UK

Cambio Healthcare Systems is one of Europe’s largest providers of healthcare technology solutions with over 300 staff working from offices in Sweden, Denmark and the UK.

BFG Healthcare Marketing was appointed by Cambio to create an integrated PR, marketing and communications strategy with the aim of assisting new business sales.

Having been selected by The Princess Alexandra Hospital NHS Trust to implement its CambioCOSMIC electronic patient record (EPR) solution, BFG Healthcare Marketing was asked to work with the trust to help manage and communicate the change of system within the hospital to clinical and administrative staff.

BFG’s work for Cambio also included the implementation of a new corporate branding, the creation of a UK website and hospital exhibition road-shows

Project Details

  • Client

    Cambio Healthcare Systems

  • Projects commissioned

    • Brand positioning
    • Identity design
    • Website design
    • Design for Print
    • Packaging
    • Regulatory compliance
    • Marketing strategy
    • Exhibition design

Oasis Medical Solutions

Innovation, team work, quality and reliability

Oasis offers its customers the most visually appealing, intuitive, capable, technologically advanced and dynamically accomplished PAS and EPR systems on the market and the corporate identity created by BFG was positioned to better reflect this.

The use of striking visual imagery reflects the company’s brand attributes of innovation, team work, quality and reliability. The new visual positioning will also draw customers’ attention to the fact that Oasis is a UK-based company that has developed its market leading PAS/EPR system in partnership with the NHS, specifically for the needs of the UK market.

The re-branding will also highlight the flexibility that the Oasis system offers when it comes to meeting the needs of NHS trusts, from acute to mental health, sexual health and community.

The new identity is merely the most visible part of a fundamental change in the way everyone at Oasis goes about their business. At its core, this change is about driving improvements in all aspects of customer service and how the company works in partnership with its clients.

www.oasismedicalsolutions.com was created by BFG Healthcare Marketing.

Project Details

  • Client

    Oasis Medical Solutions

  • Projects commissioned

    • Brand positioning
    • Identity design
    • Website design
    • Design for Print
    • Packaging
    • Regulatory compliance
    • Marketing strategy
    • Exhibition design
  • Website

    www.oasismedicalsolutions.com

Connecting with the c-suite

Getting to the right decision makers is never easy. Creating the right environment can go a long way to getting their attention.

The biggest issue facing most NHS suppliers when looking to win new business is how to cost effectively target key decision makers.

This is never easy when they can often be from different areas of the trust and include finance managers, IT managers, clinicians as well as the trust's senior executives and non-executives.

Most informatics companies attend industry exhibitions and conferences purely because their competitors do; while our research data shows very few if any Trust Chief Executives or senior decision makers actually attend. While many IT managers do attend such events many of these do so only to visit current suppliers with whom they are contractually engaged.

While BFG Healthcare Marketing believes industry exhibitions and conferences have their place in the marketing mix we know that there are better more cost effective ways of targeting the real decision makers.

We use the latest social media personal profile analytics to formulate exactly who we are looking to make contact with. By understanding the target decision maker we are able to appreciate their likes and dislikes and, in line with NHS’s commercial and ethical policy, we can individually identify the most appropriate way of approaching and engaging with them to get a positive result.

  • Projects commissioned

    • Change psychology
    • Brand management
    • Specialist events
    • Consumer care
    • Information design
    • PR