Challenge: Cerner is an American company and was suffering from a negative perception among potential clients and the media, as experienced by many US organisations in Europe. Lack of local knowledge, no understanding of the NHS system and US-centric products were common preconceptions associated with Cerner.
Project: In order to reduce this perception, I devised the idea of a campaign focusing on our local associates with NHS experience, and/or who are patients at some of Cerner’s NHS Trust clients. From the creative idea to the production of the content, I led the project and planned all the various activities. The campaign included YouTube videos, blog posts, Social Media and internal communication activities.
Results: The feedback was fantastic, with clients engaging on social media when discovering that Cerner’s associates were also their colleagues and/or patients. The videos so far have had more than 3,500 views. It was also recognised as a success internally, with associates engaging and encouraging their colleagues to share their stories.