CASE STUDY - MERIDIAN HEALTHCARE

The Client

Acquired by HC-One in 2015, award winning Meridian Healthcare provide residential care and support to elderly ladies and gentleman, with over 30 homes across the North of England. 

What did they want?

Meridian Healthcare opened its £5.7 million care centre, based near Leeds, in February 2016. Augustus Court will provide a home to 58 residents and create up to 40 jobs for the local area.

Prior to the arrival of Augustus Court’s first residents, MP Alex Shelbrooke was invited to present staff with their completed training certificates and take a tour of the home.

For the official opening, residents, relatives, colleagues and members of the local community welcomed respected TV presenter and journalist Angela Rippon for a prestigious ribbon-cutting event.

What did we do?

Working closely with Meridian’s in-house marketing team, GD PR & Media actively promoted the development of the new home at each key stage of the development through online and offline media channels, from the ‘topping out’ ceremony right through to the official opening.

A focus on consistent key messages and high quality photography ensured the home received targeted news coverage, building awareness of Augustus Court at a local level, as well as raising brand awareness across selected trade media.

As well as providing the photography for each event, we personally attended events and were able to offer support on the day, engaging with stakeholders and community groups. Our existing relationships with journalists enabled us to build up interest at each stage and we were able to target our press releases accordingly. 

Results

We secured significant press coverage for Meridian Healthcare, including in high profile publications such as Healthcare Business and Care Home Professional. In addition, links made with local community groups ensured positive social media engagement.

Since opening in February 2016, Meridian Healthcare is currently ahead of its targeted occupancy for Augustus Court.