Frendoc
Frendoc is a not-for-profit organisation providing an out-of-hours GP service to south Gloucestershire and parts of North Bristol. Owned by local GPs, Frendoc reinvests any surpluses back into service provision. This includes financing a Minor Injuries Unit at Frenchay Hospital to improve patient care and cut hospital waiting times, organising medical advice roadshows and public health education.
Launched in mid-July, 2008, Corixa's remit is to raise awareness of Frendoc's quality health service provision to patients, staff and GPs as part of a two-phase programme designed to grow with the group's extended service which starts in October. A key part of Corixa's strategy is to target local and 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.
