Specialist healthcare marketing and PR agency Highland Marketing has been appointed by Cayder, a provider of real-time patient flow software, to deliver a marketing strategy aiming to communicate their position as leaders in Patient Flow Management (PFM) solutions within the UK healthcare marketplace.

In an effort to expand its strong customer base, which includes the Chesterfield Royal Hospital NHS Foundation Trust and Hull and East Yorkshire Hospitals NHS Trust, Cayder recognised that working with experienced healthcare marketing and PR professionals would provide competitive advantage.

The strategy to be implemented will take an integrated approach covering PR, thought leadership articles, case studies, news releases, social media and digital communications, brand development, event support, and on-going advice and consultancy.

The key objective will be to promote Cayder’s PFM software solution which helps care professionals across multiple care settings to manage the patient journey through treatment – from referral to inpatient stay and back to into the community – enabling healthcare providers to deliver better care and more efficient services. The campaign will also promote how Cayder’s PFM supports the Releasing Time to Care (RTTC) scheme, part of the Productive Ward programme from the NHS Institute for Innovation and Improvement and the Department of Health’s Quality, Innovation, Productivity and Prevention (QIPP) large-scale programme.

Stuart Rankin, managing director at Cayder said: “Whilst we are very confident in the abilities of our PFM solution for healthcare providers, we needed to find a more effective channel to communicate the benefits of our solutions to our healthcare audience. We recognised this wasn’t something we could achieve in house. Now we are working to a clearly defined marketing communications strategy, we can be focused on promoting our vision of helping to ‘make administration invisible across hospital wards in the UK’.

“We wanted to work closely with an agency who demonstrated knowledge, understanding and passion of the healthcare marketplace and Highland Marketing ticked those boxes. We believe we have a true collaborative partnership with the team working as part of our organisation. I have no doubt they will continue to provide value as we grow and develop.”

Mark Venables, CEO at Highland Marketing commented: “When we first engaged with Cayder we could quickly see the power and potential of their PFM solution in supporting healthcare providers. With many Government initiatives focusing on improving productivity around the wards, Cayder are very well placed to make an impact in the NHS’ new market economy.

“I see this appointment as a real statement of intent for both parties; for Cayder stepping up their communication activities, and for us continuing to attract a wide variety of clients through our ever-increasing reputation. I am looking forward to seeing the results over 2013 and beyond.”

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