COMMUNICATIONS SUPPORT FOR LAUNCH OF DIGITAL HEALTH COMPANY
Gong was retained to develop a communications strategy to launch digital triage provider DoctorLink, encouraging uptake by GP surgeries, changing public perception and behaviour around booking GP appointments, and building a corporate brand to support future products and long term business goals.
We began by conducting extensive stakeholder and market research which informed a brand strategy workshop, during which we analysed corporate brand attributes and differentiators and defined the company vision, mission, values and core market positioning.
We took a multi-channel approach to achieve DoctorLink’s core communications goals, including media relations, social media, industry event debates, thought leadership whitepaper research, case studies, working with medical professional champions and influencers, video, and design collateral including infographics.
The product launch was a huge success, with extensive coverage of the white paper research in industry publications, as well as expert opinions published in the national papers. The research was turned into a TED-style talk and used as the basis for speaking engagements at key NHS conferences. Following the launch, we continued to build DoctorLink’s B2B profile alongside a consumer awareness of the product through ongoing media and marketing activity.
In December 2020, DoctorLink was acquired by digital health company HealthHero, having seen a 250% increase in its active user base and 900% growth in video consultations over the nine months prior to acquisition. During this timeframe, the number of GP clinics using the DoctorLink platform had tripled and it reported ten times revenue growth in 2020, making it one of the largest telehealth companies in Europe.