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.

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.


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. 


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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