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Case Study

Royal Flying Doctor Service of Australia

The Royal Flying Doctor Service relies on Isentia’s suite of media intelligence solutions to inform their decisions and monitor their reputation across multiple geographies.

Client
Royal Flying Doctor Service of Australia Learn more about Isentia's services

The challenge

The Royal Flying Doctor Service (RFDS) is one of the largest and most comprehensive aeromedical organisations in the world, providing extensive primary health care and 24-hour emergency service to people that live, work and travel in rural and remote Australia.

As advocates for social and healthcare issues in the Australian outback, RFDS needed a media intelligence system to monitor and evaluate the social and economic infrastructure of the communities they serve. To ensure the uninterrupted delivery of primary healthcare services to these areas, RFDS needed a media intelligence solution that would allow them to:

  • Proactively monitor and identify opportunities across multiple geographies
  • Analyse and gain intelligence into the perspectives of organisational and political media coverage 
  • Monitor the reputation of their brand and spokespeople 
  • Monitor and respond to local and national issues quickly
  • Track medium and long term impact of their communications

With the reputation of their brand, spokespeople and services amongst rural communities front of mind, they want to continuously strengthen healthcare provision in the bush and work towards better health outcomes for those that live in rural and remote areas. To do this, RFDS needed a media intelligence partner with a presence in Canberra and with extensive coverage across regional Australia.

Approach

Isentia provided a suite of media intelligence solutions to help RFDS gather critical information from rural and regional Australia. Using Analytic Dashboards and a mix of metrics including reach and geographic coverage, RFDS can now view data and track volume trends on areas such as infrastructure, healthcare and political news. These areas can be monitored over time to determine defining moments of a particular trend. In addition to tracking long term issues, RFDS also wanted to proactively address issues as they happen. Alert notifications have allowed them to keep on top of media coverage and take action where necessary.

Isentia also allows RFDS to monitor their brand reputation with the use of sentiment – a helpful tool to use when reporting on efforts, or extracting the overall tone of customer experience to determine next steps. 

With the onset of COVID-19, Isentia wanted to help clients stay on top of COVID-19 conversations, with this, Isentia provided RFDS complimentary value add services including daily COVID-19 briefings, daily Broadcast issue reports and weekly federal issue statistics to make sure they are informed of media coverage that could impact them. 

Outcomes

Isentia’s media monitoring suite has provided valuable insights to drive RFDS’ strategy. Analytic Dashboards enable RFDS to visualise trends and analyse different data sets with ease and quickly spotlight opportunities for pivoting their message or fine-tune their strategy. Regular alert notifications ensure the organisation stays informed anywhere, anytime and allow them to respond swiftly and take action when required.

The system also provides RFDS with real-time knowledge about their brand reputation as they seek to maintain their external reputation as a leader in aeromedical among rural and remote areas. 

The complimentary value-add services provided by the Isentia account management team have ensured RFDS are on the front foot with parliamentary-related matters and informed on industry-specific developments that could impact their organisation. The close proximity of RFDS and Isentia Canberra offices has solidified a strong working relationship and enabled the Isentia account management team to provide exceptional customer service.

RFDS enjoys a strong relationship with Isentia and relies on media monitoring and value add services such as Daily Briefings, reports and federal issue statistics to inform our communication strategy. During this global health pandemic I have found Isentia to be a key partner as we continue to provide uninterrupted delivery of primary healthcare services to rural and remote communities across Australia. Thank you!
Lana Mitchell
Director of Brand & Communications, Royal Flying Doctor Service of Australia
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The Philippine presidential candidates have had various strategies for their campaigns since their announcements via mainstream and social media. The public has had varied reactions to their movements.

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IIt was just a week ago when I was asked to travel to Canberra to assist the Isentia Canberra team with the 2022-23 Budget. The team was preparing to provide our clients with a range of Parliamentary Services to support them throughout the Budget announcement and plethora of reactions, resulting in the most significant media day of the year. 

Isentia has an office right in the middle of the Parliamentary press gallery, above the House of Representatives, alongside the ABC, The Conversation, 9 News, 7 News and SBS had my head reeling. We are in the thick of the Budget conversation at Parliament House and have access to the Budget papers during lock-up. I am not going to lie, I would have loved to have gotten my hands and eyes on what lay inside the mass that is the Budget, but I was just as excited to be a part of Isentia’s first live stream of the conga line to deliver immediate stakeholder perspectives.

Lock-up team Whitney and Crystal ready to unpack the 2022 Budget for clients, pictured with Account Executives Melvic (right) and Nikhar (left)

This is my first time in Canberra and walking into Parliament House. It may sound ridiculous to some, but I felt the magnitude of decisions and words within this space as soon as I arrived. This could be due to the physical size of the building, the maze of corridors (I did get lost), or that Greg Hunt, Minister for Health and Aged Care, passes by you, or Laura Tingle, ABC political journo heavyweight, is standing inside the courtyard cafe – no longer just a revered top news journalist on my TV screen. I am tempted to approach her and ask her thoughts on any Budget revelations, but professionalism nips that one in the bud.

The live stream is my main priority and ensuring we capture stakeholder responses as soon as lock-up ends. With the cool, calm, and collected Melvic (Canberra Account Executive) by my side, I felt we were prepared to capture all the opinions and critical commentary on Frydenberg’s latest Budget. But as Melvic had said to me plenty of times over the past couple of days while in Canberra, “you can’t exactly prepare for Budget night.” Speeches can go on for longer, lock-up can be delayed, and elevators can stop working. It was 7.30pm, and we (Melvic and myself) could not get to the second floor, where the press gallery and the conga line were to be. After semi-frantically looking for a way to get there – the elevator wouldn’t go to floor two, and the staircase was blocked off – our prayers were answered in the presence of a former staffer who took pity and showed us to an elevator that could get us there. The doors opened, and we were awkwardly confronted by a crowd of diners enjoying a catered event, but after casually walking by, we were able to get to the gallery and stream the conga line.

I staked my claim on a small footprint of space to set up Isentia’s nimble streaming equipment among tall, solid guys supporting big TV broadcast cameras. As speakers were changing over, we had to pause for one of them to change their camera battery. The speakers were unfazed by the background buzzing of phones, regular triggering of Parliament House clocks and adrenaline-pumped chatter of people in the corridors. I was particularly moved by the words of Carolyn Smith, Aged Care Director at the United Workers Union and a team of aged care workers who felt a lack of respect for what the Budget provided them. I wondered how journalists could keep it together when they were listening to the stories and concerns of people who really feel impacted by the decisions made here. These are comments and opinions that matter to our clients, and providing this service allows them to better inform their operations and objectives. After the last speaker, Melissa Donnelly, National President of the Community & Public Sector Union, had finished, the live stream was done. But the active alerts team weren’t.

Live stream conga line of Carolyn Smith, Aged Care Director, United Workers Union & Aged Care Workers (Curtis, Marina, Shin,Teresa)
Live stream conga line of Carolyn Smith, Aged Care Director, United Workers Union & Aged Care Workers (Curtis, Marina, Shin,Teresa)

The team, rapid-firing live alerts to clients after lock-up release, are able to provide clients near-immediate knowledge of key topics concerning their organisation. This being my crash course introduction to the chaos of a Budget night, I was not expecting the personal understanding and touch that went into the live active alerting process for clients. I pictured images of machines whirring and topics automatically ticking through Budget content, machines that made a detached decision about what was relevant to clients and made blanket sends without consideration. How our Account Executives, Crystal and Whitney, understood the ins and outs of the needs held by our clients does make a real difference to accuracy and content relevancy.

With the speed and focus they applied to this product offering (active alerts), you would have thought they were machines anyway. But a machine is not going to have their ongoing long-term client relationship and understanding of client development.

 It’s a wrap! Budget 2022 Isentia team, (from left) Crystal (Account Executive) Loren (Marketing Executive ANZ), Whitney (Account Executive), Melvic (Account Executive), Nikhar (Account Executive), Russ (Chief Commercial Officer). 

After the last active alert was sent, you could still feel the adrenaline. The pace and unpredictable circumstances that this team worked under were staggering, but we made it in the end. After a justified amount of snacking, we packed up the Isentia Parliament office and found our way to the car park, where everyone there that night was in a state of buzzed debriefing as they crouched into their Ubers home. I doubt anyone there got more than 5 hours of sleep that night, but it was amazing to be a part of how Isentia offers a unique service to clients. We look forward to giving the same level of tailored content to clients during the election coverage.

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