Driving visibility and influence for Health Innovation West Midlands

Solution

We quickly identified two key factors:

1. Translating technical health innovation activity into clear, engaging content that resonated with diverse audiences, while maintaining clinical accuracy and authority across digital and media channels

2. Cutting through a crowded landscape to engage time-poor, high-level stakeholders, requiring targeted outreach and personalised content to move beyond visibility and encourage active participation.

Our solution was to deploy a targeted stakeholder outreach programme. Each month, we identified and engaged a curated list of key industry influencers, proactively encouraging interaction with content through tailored outreach. By tagging stakeholders in relevant posts and inviting their perspectives on topical issues, we were able to build relationships and stimulate conversation, increasing both reach and authority.

Social media played a key supporting role, with a focus on LinkedIn and X as channels to reach both professional and industry audiences. We developed a consistent stream of content, designed to showcase Health Innovation West Midlands’ regional impact, including case studies, guest blogs from academic and technology experts, and promotion of key events. This approach ensured a balance between demonstrating credibility, amplifying partner voices and maintaining a regular, engaging presence.

Alongside digital activity, we established a regional press office to raise the profile and the organisation and its work. This included securing thought leadership opportunities and expert commentary aligned to wider industry trends, as well as issuing press releases to highlight key milestones, research and innovations. This integrated approach ensured consistent messaging across channels while reinforcing the organisation’s position as a leading voice in health innovation.