Stakeholder engagement
Frendoc is a not-for-profit organisation providing out-of-hours GP and heath services to the south west region. Owned by local GPs, Frendoc reinvests any surplus profits back into service provision which supports patient outreach activity, such as medical advice roadshows and public health education.
Appointed in 2008, Corixa’s remit is to raise awareness of Frendoc’s quality health service provision to patients, staff, GPs and other stakeholders as part of a two-phase programme designed to grow with the group’s extended range of services.
A key part of Corixa’s strategy is to target regional journalists across print, broadcast and on-line media channels, ensuring new audiences are reached and the public is aware of exactly what Frendoc offers. To this end, Corixa has developed a Q & A press pack, complete with company background, as well as a rolling programme of press releases which promote the positive aspects of Frendoc. An important part of Corixa’s media strategy is to provide crisis communications and reactive PR as well as professional training for Frencdoc spokespersons. While the short-term plan is to ensure the new service is quickly recognised and trusted, Corixa’s long term aim is to develop a media strategy that builds and strengthens this positive awareness.
