• project-2


May 3, 2016

The Right Client…

Founded in 2004 SSentif Intelligence delivers online data management and analysis solutions and has a developed the widest range of fully analysable public sector data in the UK. SSentif’s unique system contains over 26,000 different indicators and more than ten years’ worth of historical data, as well as current data, covering the National Health Service (NHS) and Local Government in England.

The Right Brief

Judy Aldred, former Programme Manager for the NHS Information Authority, recognised that for trusts and local authorities to make informed decisions about cuts that would protect frontline services, they needed to analyse their data more effectively to identify realistic cost efficiencies. Judy believed the time was right to promote SSentif’s service to organisations trying to meet tough targets.

SSentif tasked The Right Agency with raising the profile of its data benchmarking/analysis capabilities via a targeted media relations campaign.


  • Raise the profile of SSentif and showcase its data benchmarking/analysis expertise via high quality media coverage.
  • Profile Judy Aldred, highlighting her previous credentials.
  • Create marketing collateral for new business purposes
  • Build relationships with key journalists and partner organisations

The Right Approach

This campaign was underpinned by effective media relations, focused on the creation of statistics based press stories, comparing and contrasting the spend of different organisations on varying services. Each release focussed on a disparity, a gulf in spending between organisations and included a national league table to guarantee interest from regional newspapers as well as national. We created news stories on the following:

  • Hospital Meal Spend/Waste: (Headline: £9m hospital meals returned uneaten)
  • Hospital Carpark charges (Headline: The UK’s Most Expensive Hospital Carparks)
  • GP prescription spends on painkillers (Headline: NHS Painkiller bill hits £442m)
  • Local Authority Meals on Wheels spend(Headline: Feast or Famine: Disparity in cost of meals for the elderly)

The Right Results

“After six months of working together I am amazed at the market position The Right Agency has managed to steer us into. We have had unprecedented publicity from very cleverly written and pitched press releases which maximise coverage not only of our business brand but the services we offer. We have had more than 600 pieces of media coverage in response to our press stories, including numerous articles in the national media, regular interviews with BBC radio stations, making the lead story on BBC Breakfast TV and securing a TV interview with SKY News. All in all, pretty gobsmacking results.” Judy Aldred, Managing Director of SSentif