Healthcare Tech PR Case Study

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Taking a new technology to NHS IT managers

Taking a new technology to NHS IT managers
Client: Dictate IT

Their Brief

Dictate IT is a one-stop shop for medical transcription, digital dictation and speech recognition services for NHS Trusts, GP practices and private medical groups.

Dictate IT wanted to become established as the only full-service supplier of digital dictation, outsourced transcription and speech recognition services to the medical sector in the UK following an NHS framework award. The goal was to target IT managers and decision-makers at NHS Trusts to educate them about the benefits of using technology for core data management processes.

What We Did

TopLine came on board to launch the brand to the healthcare industry and embarked on a programme of case studies, journalist introduction, research and news announcements to showcase Dictate IT’s existing NHS customer successes. A piece of research into the use of IT to increase efficiency in the NHS was commissioned to coincide with the 2010 UK general election to create a hard-hitting news story. 


The tech PR campaign set out to raise Dictate IT's profile and succeeded in reaching the target market repeatedly, by generating over 93 pieces of coverage, with regular hits in key publications that target NHS IT and procurement managers. This positive media endorsement was used to open doors to new NHS Trusts and support tenders and pitches.

What They Said

TopLine has truly put us on the map ahead of our competitors and helped us demonstrate our unique offering to NHS Trusts around the country. As our first B2B PR campaign it was important that the agency understood our product and what we wanted to achieve from media contact. In this case, it was a mixture of clarifying myths surrounding the use of IT in the NHS - and actively introducing the company to the media. But we also wanted the industry to know that we are the biggest supplier to the NHS, and TopLine has managed to achieve this.

Mark Miller
MD, Dictate IT

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