Category: Blogs

Amber Chawner,  Senior Account Manager

July 2023 marked the 75^th anniversary of our beloved NHS, and what a 75 years it has been. Our national health service has undoubtably had its challenges, but it amazes me that every working day it still manages to allow 1.3 million people to be seen in GPs, provide 250,000 people with an outpatient appointment, and give access to a community health professional or therapist for 285,000 people.

However, despite the enormous volume of patients like you and I that it does manage to treat, there is still more that is needed for it to keep up with the ever-growing list of patient requirements. Every day we are seeing more headlines of waiting lists hitting record highs, and how ongoing staff and resource shortages having a detrimental impact on patient care.

In amongst the storm, the NHS is still looking forward, setting out its new priorities for the years ahead. In its latest report, the following seven areas of enablement is where the NHS will be focusing its efforts in order to address the acceleration in society’s ill health. These include:

• Supporting those who provide care
• Building partnerships
• Harnessing the power of digital and data
• Investment in infrastructure
• Maximising the value of care and treatment
• Leadership and learning
• A new relationship between the NHS and the public

These new priorities are ambitious, but they are also presenting an exciting opportunity for MedTechs that are looking to gain widespread adoption. The NHS is putting a focus on data and digital innovation, meaning it is going to be looking to implement new technologies that can help them address these seven priority areas – and that means forging new partnerships to drive this forward.

For MedTechs, this could be a golden ticket, but only if they can demonstrate how their technology or solutions add value, are easy to use, and can work alongside existing the legacy solutions that are in place (the latter being one of the trickier pieces of the puzzle). By aligning to the NHS priorities and having those in mind from the start of their development journey, MedTechs have a real opportunity to help the NHS deliver a pivotal change in the way healthcare is delivered and patients are treated. However, adoption will only be successful if they consider the intricate technology ecosystems already in place within the NHS at the start of product development, adhering to all necessary data standards and requirements to ensure their product can slot in from the go. Any less, and the headache will outweigh the opportunity for stretched NHS trusts.

There are MedTech developers who have already succeeded in doing this, as evidenced by the new, exciting developments we’ve seen coming to the fore. In 2023 alone, there have been AI trials that are helping doctors in Aberdeen detect breast cancer earlier, research that could reveal early causes of Parkinson’s, and artificial pancreases being created to better help those are living with type 1 diabetes.

With new technologies such as these, the possibilities for healthcare seem endless. As someone that both uses the NHS, and works with healthcare and MedTech companies that are having a real and lasting direct impact on helping deliver better patient care, I’m excited to see what’s next, and the future opportunities that will be available to me if and when I need it.

By Bekki Bushnell, Associate Director

Fuelling B2B Tech Businesses in Turbulent Times

In the fast-paced and ever-evolving world of B2B tech, businesses face unprecedented challenges. With uncertainty looming, market volatility threatening stability, and competition intensifying, it’s crucial for marketing leaders, like CMOs and heads of marketing, to navigate these turbulent waters with the most effective tools at their disposal. Amidst this chaos, one powerful weapon emerges: Public Relations (PR). By leveraging the full potential of strategic PR, B2B tech businesses can not only survive but thrive in these challenging times.

Unleashing the Force of Strategic Partnerships

Marketing is the lifeblood of B2B tech enterprises, driving a constant stream of qualified leads for the sales team. However, for marketing to reach its full potential, it must extend beyond traditional boundaries. This is where PR comes into play, expanding your reach and forging connections with customers, partners, journalists, and the wider public.

Gone are the days when PR was solely about press releases and media coverage. A well-crafted PR strategy becomes a catalyst for positive relationships with the media. By securing key content placements in influential publications, your organisation’s experts can share their insights and knowledge, captivating target audiences and propelling your brand reputation to new heights. Moreover, strategic partnerships with industry influencers provide an invaluable opportunity to amplify your brand’s reach, leveraging their expertise to make a lasting impact.

Igniting Engagement with Compelling Content

In the realm of PR, content and storytelling reigns supreme. While marketers traditionally associate impactful content with their domain, its influence extends far beyond. In today’s world, outbound marketing strategies fall flat, failing to resonate with audiences. Instead, an inbound approach is essential, where content marketing becomes the backbone of your brand narrative.

Crafting captivating content is just the beginning. Effective content marketing is a multidimensional endeavour, encompassing a strategic distribution plan. It’s not limited to prominent industry publications alone; social media channels play a pivotal role. Tailoring your content to each platform ensures maximum engagement. LinkedIn becomes a stage for sharing corporate messaging, while Twitter offers a platform for light-hearted banter. Stay ahead of the curve by embracing emerging channels like TikTok, where short-form videos provide a dynamic means of showcasing your company culture and the perks of working with you.

Unlocking Success through Measurable Objectives

In the realm of marketing, clear and measurable objectives are paramount. The same holds true for PR strategies. Defining specific Key Performance Indicators (KPIs) aligned with broader business goals allows you to measure the success of your campaigns effectively. Regular reporting, ideally on a monthly and more detailed quarterly basis, provides the clarity needed to gauge progress and make data-driven decisions.

Embracing PR as a Growth Catalyst

In these challenging times, where many businesses face uncertainty and cost-cutting measures, B2B tech marketers must wield the right tools to communicate impactful messages to prospects and customers. As a strategic complement to marketing, PR becomes the driving force behind brand building, generating high-quality leads, and fostering sustainable growth amid economic pressures.

Ready to Ignite Growth?

If you’re eager to level up your PR to fuel growth for your B2B tech business, we’re here to help. Our team of experts is dedicated to supporting businesses like yours in navigating the ever-changing landscape of PR and achieving remarkable results. And if you’re wondering what qualifies us in all of the above? We have a proven track record of assisting B2B tech companies in establishing strong industry relationships, enhancing their brand reputations, and driving sustainable growth for more than 30 years.

Get in touch with our team today to start a discussion that could transform your business. And don’t forget to subscribe to our newsletter for a steady stream of captivating content, designed to inspire and empower marketing leaders like you. Together, let’s unlock the full potential of strategic growth in these turbulent times.

By Hayley Goff, CEO

Fuelling Growth for B2B Tech Businesses in Turbulent Times

In an era where digitalisation revolutionises product and service delivery, the B2B technology industry finds itself immersed in a sea of SaaS and cloud-based solutions. The battleground has intensified, as customers demand more from their providers, turning fierce competition into a ferocious battle. Adding to the complexity are economic uncertainties and persistently high inflation, compelling buyers to scrutinise every investment and tighten their purse strings. To thrive amidst these challenges, ambitious B2B tech brands must strive for market differentiation and secure a healthy bottom line. But how can they make it happen?

Harnessing Insights from Visionaries

Successful marketing hinges on effectively communicating unique and impactful messages to customers. However, many B2B tech businesses struggle to achieve this. Beyond the aforementioned pressures, these companies face challenges such as low market awareness, content that fails to resonate with the audience or ineffective communication channels. Take a moment to assess your current content. Does it effectively showcase the expertise and knowledge of your business specialists?

Gone are the days when a hard sell would captivate customers during initial conversations. Instead, thought leadership acts as the rocket fuel that ignites positive brand perception. By focusing on raising awareness and fostering market credibility rather than solely emphasising product benefits, thought leadership can attract new business opportunities. Although this strategy may initially seem counterintuitive to corporate owners and leaders eager to drive immediate revenue, a well-structured brand-building approach pays off in the long run.

Forging Enduring Relationships

At the heart of fruitful B2B tech operations and profitable strategies lie strong customer relationships. Effective crisis communication strategies, in the event of a disaster, also play a crucial role in building these relationships. Such strategies help mitigate potential reputational damage, maintain stakeholder trust, and ensure business continuity during turbulent times. Proactive reputation management forms the foundation for building a robust brand.

Market differentiation extends beyond customer relationships to encompass other stakeholders. Does your business have direct contact with industry influencers or media professionals? Collaborating with relevant influencers can elevate your products and services above the competition, while media connections ensure that your content reaches the right channels where your customers can be found. Media partnerships can also be leveraged to showcase your company’s vibrant workplace culture, attracting top talent as your business expands.

With a new strategy in place, it is imperative to set measurable KPIs that align with broader business objectives. Regular reporting, ideally on a quarterly basis, should be implemented. If you collaborate with suppliers, the same principle applies to gain clarity on the expected outcomes from your investments.

The Ultimate Goal

In today’s uncertain environment, employees, customers, and investors seek senior leaders they can trust and feel confident in. Effective PR strategies make this possible by communicating the unique value of your business and its people through targeted knowledge sharing. Furthermore, building trusted relationships with industry partners helps expand your business brand. While financial prosperity remains a top priority for business leaders, it is essential to recognise that PR is the driving force behind growth in all its forms during turbulent times.

And if you’re wondering what qualifies us in all of the above? We are a team of experienced professionals dedicated to helping businesses like yours navigate the complexities of PR and achieve impactful and measurable results. With our expertise and strategic approach, we have successfully assisted numerous clients in establishing strong relationships, enhancing their reputations, and driving growth for over 30 years.

If you’re interested in discussing any of the above or would like to receive more of our content, please don’t hesitate to get in touch or subscribe to our updates. Let’s fuel your growth together!

By Hugh Cadman, Interim Head of Content

The eruption of ChatGPT has triggered a major debate about generative AI and how it will reshape work and business, especially in PR.

A survey by a recruitment firm this year found 45 per cent of employees believe AI will help them do their jobs better. In the US, a Harris poll found 60 per cent of workers optimistic about the technology.

Although many of these respondents see the technology’s advantages in admin settings, ChatGPT’s runaway popularity is built substantially on its ability to create coherent content from scratch – and at speed.

Its success in attracting hundreds of millions of users has accelerated plans among the tech giants to come up with rival AI applications such as Google Bard and Palm, while Amazon and IBM have their own initiatives. More services are constantly evolving, such as Cohere Generate, or Copy.ai. Cohere, for example, will generate custom content for emails, advertisements, landing pages and so on.

OpenAI – the company behind ChatGPT – is in partnership with Microsoft, whose founder, Bill Gates believes AI “is as fundamental as the creation of the microprocessor, the personal computer, the internet and the mobile phone”. For Gates, the gains will be in productivity and more specifically in areas such as the development of new vaccines and medicines.

What are we left with in tech PR?

Given all the claims made for generative AI, it’s worth asking what its effect will be on B2B tech PR? At Whiteoaks our clients pay us for many services, including the creation of highly-targeted content written with skill to engage knowledgeable tech audiences.

But if AI automates marketing and creates comprehensible content in a few seconds, what are clients paying for? Should we get rid of our team of content-writers and ditch their years of expertise in favour of outsourcing to a ChatGPT-type service? Of course not.

Experience already shows that AI-created content, although coherent, needs human intervention to make it more tightly relevant to its purpose. It needs a writer to render it idiomatic so does not sound like every other piece of content put together by AI. It’s worth remembering that generative AI mines content from the internet. It will re-form what others have already said, which is hardly a formula for compelling originality.

And although it may have mechanisms to judge the authority of what it finds, AI is still far from infallible. We know that in the absence of figures or quotations, it can twist them or make them up. A business relying totally on AI-generated content may find that is repeating mistakes or biases that have gone uncorrected or unchallenged in other content already out there. Auditability and provenance are significant challenges, along with compliance with data regulation.

Commercial confidentiality and security concerns

There are serious concerns too about data leakage from generative AI services and the potential for breaches of commercial confidence through cyber attacks or lax procedures. It is not advisable to upload a mass of sensitive data of any kind into an AI service. Copyright is also a potential minefield, given that the AI is lifting and adapting pre-existing content and then claiming to create something new. Who does own the copyright? AI companies want to use the information inputted as part of their training models to hone accuracy – but for how long?

It’s not as if AI has come from nowhere. Apple Siri, Amazon Alexa and IBM Watson are all forms of AI and at Whiteoaks we have been writing about the technology for a long time – as a tool to transform the work of contact centres, for example.

Where does this leave us? We know the AI algorithms will continue to “learn” and improve the quality of generative AI output. But there will always be a gap between what a machine produces and the flair, insight and creativity of a human. A human with experience and client/market knowledge will be necessary to comb through copy to spot errors and the significant risks of legal, copyright and compliance infringements.

Where we should use AI, is to take care of the routine, repetitive element in content-drafting, which includes research and structuring. ChatGPT is a very useful research tool providing nuanced answers. And with skilled supervision, the technology is effective at reworking and refreshing existing content.

The advent of ChatGPT and advanced AI will prove to be watershed moment for many industries and will transform productivity in innumerable areas of work. It will create new jobs and lead to dramatically effective integrations we cannot currently foresee. But it will not eliminate the need for skilled and experienced content creation in B2B tech PR.

If this article has struck a chord – why not get in touch to chat?

You may have seen the news…effective June 26^th 2023, LinkedIn will be removing the ability to create carousels within the platform.

The announcement was made by the LinkedIn team, who received creator feedback that suggests carousels aren’t facilitating the ability to share all members’ experiences and knowledge.

Although this news may seem discouraging, there is no need to worry. The current carousels on LinkedIn will still be viewable and accessible to viewers.. However, no new carousels can be created after June 26^th.

So, what are the options for those who want to share information using the carousel format?

LinkedIn has given creators an alternative. Instead of creating carousels within the LinkedIn tool, the platform has added a feature to upload carousels as PDFs. To do this, click the ‘More’ button on your post and select ‘Add a document,’ where you can upload your carousel as a PDF.

If you need support on creating and posting your new carousels, get in touch with our Digital and Creative teams.

By Ellie Nash, Senior Digital Account Executive

LinkedIn recently launched a new feature which allows users to reach their target followers organically, without spending a penny. So what does it mean and why is it a good thing?

Well, until now targeting was only available for paid campaigns. However, this latest feature empowers you to customise your organic posts according to your follower traits such as company size, industry, job function, and others. Now you can engage with the followers that are most valuable to your business and provide them with specific content that is suitable for their needs.

Benefits of LinkedIn organic targeting include:

1. Reach the right audience: By targeting posts to specific followers, you can ensure that content is seen by the people who are either the most likely to engage with it, or that you most want to engage with it.
2. Increase engagement: When content is seen by the right people, you’re more likely to see higher engagement rates such as likes, comments, and shares.
3. Improve conversion rates: Targeting posts to specific followers can increase the likelihood of conversions, whether that means website visits, form fills, or other desired actions.

To track the success of your targeted posts, we recommend using LinkedIn’s metric tools. These tools make keeping up with progress and engagement easier. Being able to track metrics such as views, impressions, clicks, and engagement helps refine target audiences and optimise content to achieve higher engagement levels for next time.

Interested in learning more about this new tool and how to implement it within your social media strategy? Contact our team of social media experts on 01252 727313 or Digitalpractice@whiteoaks.co.uk.