Sheffield healthcare communications firm Evergreen appointed on scheme to help veterans

Evergreen PR managing director, Leigh Greenwood, said: “This was a really rewarding campaign that delivered tangible outcomes - as our campaigns always do.

“As most GP practices see a veteran patient every day, over the next 12 months, tens of thousands more veteran patients will now get access to support that has been found to be effective, thanks to these accreditations.

“We’re delighted to have already been able to make a difference - but we’re even more excited about what is to come.”

The RCGP’s programme is recognised in the Government's Veterans’ Strategy Action Plan as an “important lever” in the goal of making the UK “the best place in the world to be a veteran”.

An evaluation by the University of Chester also revealed that the programme leads to better healthcare treatment for veterans and that 99 per cent of GP practices that are accredited would recommend it.

The South Yorkshire firm’s integrated campaign drove a 645 per cent increase in accreditations compared to the baseline from before Evergreen was commissioned.

Evergreen PR said the success of the activity was achieved through the use of its MERTO Framework, which is used to identify the “most effective route to outcomes”.

Using the framework, Evergreen PR broadened the focus from GPs to the wider practice workforce - based on insight showing that GPs represent only 26 per cent of all practice staff.

The firm also developed creative imagery aimed at bringing to life the challenges of moving from military to civilian life.

Web traffic to the programme’s landing page more than doubled against baseline, in addition to a six-fold improvement in conversions on the programme’s website.

The Department of Health and Social Care also issued a press release applauding the surge in growth.

Andy Riley, head of programmes and projects at the Royal College of GPs, said: “Evergreen have proven time and again that they deliver tangible impact for us through their campaign and comms work.

“The team carry a high spread of knowledge, are all experts in their field and their MERTO Framework has delivered upticks in engagement and organisational outcomes before.

" We're delighted to be working with them again."

Mr Greenwood added: “Our MERTO Framework, which we will soon be launching as a standalone service after 12 months of honing it with clients, helped us to unlock the priority strategic levers that delivered the outcome.”