EIT Health needs full service corporate communications services in Munich
Call: Digital Communication
Buyer: EIT Health e.V. (body of the European Institute of Innovation and Technology), Munich, Germany – www.eithealth.eu
Scope of the contract – estimated value excl VAT: €2.500.000
Duration in months: 36
Deadline: Oct 20
Short description: Full service corporate communications services – media relations, thought leadership, media monitoring, website design and development, digital performance monitoring, user experience, search engine optimisation, social media (organic and paid), content creation and integrated campaign planning and project management.
REQUESTED SERVICES
4.1.1 Media relations and thought leadership
Run a press office and earn pan-European media coverage in high-profile publications, as well as translate press materials into local languages and earn regional/national media coverage across Europe. Also, develop effective and authoritative thought leadership positioning through opinion editorials and other media activity and materials.
Function as EIT Health’s Press Office: Serve as EIT Health’s external press office, actively managing all media relations activities and driving thought leadership positioning for the organisation. This includes being the first point of contact for all media inquiries, coordinating responses with EIT Health’s corporate communications (and to a lesser extent public affairs) teams to develop and execute strategic communication plans that raise the profile of EIT Health, its portfolio and programmes, and its partners, while positioning EIT Health as a thought leader within the healthcare innovation ecosystem.
The deliverables may include, but are not limited to:
An annual media engagement plan identifying potential media milestones or topics, i.e., horizon scanning, and relevant outlets, updated on a rolling basis.
Media materials, i.e., press releases, media backgrounders, pitching notes, Q&As, etc.
Monthly press office report showing a summary of media interactions and an annual report showcasing all coverage earned by region, publication and type.
Pan-European media relations: Proactively secure high-quality pan-European media coverage so must have good existing relationships and the ability to develop new relationships with relevant top-tier pan-European publications, such as Politico. Media outlet relationships are not limited to health and policy outlets as other relevant outlets such as fintech are also relevant dependant on the topic. Develop pitches and stories that align with strategic communication goals and showcase EIT Health’s leadership in healthcare innovation.
The deliverables may include but are not limited to quarterly reports showing a summary of pan-EU coverage secured.
Regional media engagement: Customise media outreach to regional specifics across EIT Health’s
Co-Location Centres, i.e., Ireland-UK, Spain, France, Germany-Switzerland, Austria, Scandinavia
(Sweden, Denmark, Finland, Norway, and Estonia), Belgium and The Netherlands, and InnoStars, (Hungary, Italy, Poland, Portugal), ensuring messages resonate locally. This includes adapting strategies to fit local media landscapes and audience preferences in various European countries.
The deliverables may include but are not limited to:
An annual media engagement plan for prioritised media markets, identifying potential media milestones/topics, i.e., horizon scanning, and relevant outlets, updated on a rolling basis.
Media materials, i.e., press releases, media backgrounders, pitching notes, Q&As etc.
Quarterly reports showing a summary of regional coverage secured.
Multilingual press material production: Produce and translate press materials into the local languages of the regions covered by EIT Health. Ensure translations preserve the intent, style, and technical accuracy of the original content.
The deliverables may include but are not limited to a rolling and updated archive of all translated press materials.
Thought leadership positioning: Develop compelling thought leadership content, to position EIT Health as having relevant opinion, commentary and recommendations on external environmental topics, i.e., AI or the EHDS. This content, such as opinion editorials and articles, will establish and reinforce EIT Health’s position as a leading authority in the healthcare innovation ecosystem. Identify key EIT Health spokespeople and ensure they are media trained.
The deliverables may include but are not limited to:
Recommendations on relevant thought leadership topics for media engagement, i.e. through horizon scanning.
Approved editorial content and quarterly reports showing a summary of placed opinion editorials.
4.1.2 Media monitoring
Effectively track and report on all media coverage mentioning EIT Health across Europe and internationally.
Comprehensive media coverage tracking: Monitor all forms of media—print, digital, broadcast—on a 24/7 basis to track mentions of EIT Health across Europe and internationally, using advanced media monitoring tools which the service provider owns licenses for. Ensure no relevant mentions of EIT Health or other relevant keywords are missed.
The deliverables may include but are not limited to quarterly reports on all media coverage earned and an annual report showcasing all coverage earned by region, publication and type.
Real-time alerts: Set up real-time alerts to notify EIT Health’s communications team of relevant and critical media mentions, and any negative coverage which might need a response, allowing the team to respond to or capitalise on media coverage at the earliest opportunity.
The deliverables may include but are not limited to ad-hoc emails when critical mentions and opportunities arise.
4.1.3 Website design and development
Build, design and develop web pages for our WordPress website.
New page creation: Design and build of new pages for campaigns, programmes and initiatives following user experience best practices. Ensure that all new web pages and templates are fully responsive to provide an optimal viewing experience across a wide range of devices, i.e., from desktop monitors to mobile phones.
The deliverables may include but are not limited to wireframes for new pages and the launch of the new pages themselves.
Addressing inflexibility of current WordPress build: Review and revise the current website build to allow the easy development of bespoke pages in the CMS, by any member of the team, without development or technical support.
The deliverables may include but are not limited to new webpage templates within the WordPress CMS and a user guide for these.
Website performance optimisation: Enhance the performance of EIT Health’s website, i.e., optimising page load times, server response times, implementing caching strategies, etc.
The deliverables may include but are not limited to performance optimisation reports before and after optimisations, including specific changes made.
Regular maintenance and updates: Provide ongoing maintenance and updates to ensure that EIT Health’s website is secure, functional, and up to date with the latest technologies and security practices.
The deliverables may include but are not limited to a maintenance schedule and logs of all updates and security patches applied.
4.1.4 Website performance monitoring
Set-up bespoke campaign tracking on GA4, use GA4 for regular website performance monitoring, dashboard building, and measure, analyse and recommend areas for improvement.
GA4 configuration for bespoke campaign tracking: Set up and configure Google Analytics 4 (GA4) to track bespoke parameters tailored to EIT Health’s specific campaign goals. This includes setting up custom events, goals, and user segments to measure the effectiveness of various campaigns.
The deliverables may include but are not limited to: A configuration report detailing the setup of custom tracking parameters in GA4, including a list of tracked metrics and how they align with campaign goals.
Website performance monitoring: Regularly monitor the performance of EIT Health’s website using GA4, analysing user behaviour, traffic trends, conversion rates, and other relevant metrics, identifying performance issues or areas for improvement.
The deliverables may include but are not limited to (quarterly) website performance reports showing analysis of traffic, user engagement, conversion metrics, etc., as well as recommendations for improvements.
Dashboard development: Build (interactive) dashboards in GA4 that integrate data from multiple channels, e.g., website, email, social media, to provide a holistic view of digital performance against pre-determined KPIs.
The deliverables may include but are not limited to custom GA4 dashboards showing KPIs that allow real-time monitoring and insights.
Training: Provide training sessions for the EIT Health marketing team on using GA4, interpreting dashboard data, and applying insights to improve campaign performance.
The deliverables may include but are not limited to training materials and session recordings on the use of GA4 for performance monitoring and decision-making.
4.1.5 User experience
Utilise key user experience principles to redesign website pages, optimised for desktop and mobile, informed by user journey mapping.
User journey mapping: Analyse and map the user journeys for each of EIT Health’s core audiences, identifying key user tasks, pain points, and desired outcomes to improve navigation and information retrieval.
The deliverables may include but are not limited to user journey maps for each identified audience segment, highlighting critical interactions and touchpoints on the website.
Audience needs analysis: Analyse the needs, preferences, and behaviours of EIT Health’s various audience segments, to inform the design process and ensure that EIT Health’s website meets the specific needs of each group.
The deliverables may include but are not limited to audience analysis reports that include personas, audience needs, preferences, and recommended design adjustments.
Website restructure Redesign the information architecture to enhance EIT Health’s website’s structure, navigation, and content organisation, using the knowledge gained from the audience needs analysis and user journey mapping. Focus on creating an intuitive, audience-first navigation system that aligns with EIT Health’s communication objectives.
The deliverables may include but are not limited to a new site architecture, including a sitemap and wireframes that organise content in a user-centric manner.
4.1.6 SEO
Provide strategic SEO recommendations and implement them to improve website performance and drive more traffic.
SEO audit and strategy development: Conduct an SEO audit of EIT Health’s website to identify current strengths and weaknesses, covering technical SEO, content, user experience, and backlink profile. Based on the findings, develop an SEO strategy to improve rankings and drive traffic.
The deliverables may include but are not limited to SEO audit reports showing findings and issues, and a strategic SEO plan with prioritised recommendations.
Keyword research and optimisation: Identify high-value keywords relevant to EIT Health’s services and audience. Optimise website content, including meta tags, headers, and body text, to target these keywords while maintaining natural language and readability.
The deliverables may include but are not limited to a keyword strategy document listing targeted keywords and their search volumes, competition levels, and an implementation guide for on-page content optimisation.
Technical SEO improvements: Ensure that EIT Health’s website is fully optimised for search engine crawling and indexing. This includes improving site speed, mobile-friendliness, structured data implementation, and resolving issues like duplicate content and broken links.
The deliverables may include but are not limited to a technical report detailing changes made, e.g., sitemap updates, robots.txt optimisation, corrections to website architecture, etc., with before-and-after performance metrics.
Content creation and optimisation: Develop and optimise high-quality content that addresses the needs of EIT Health’s target audience incorporating SEO best practices, enhancing EIT Health’s visibility and authority.
The deliverables may include but are not limited to a content calendar for new SEO-focused articles and updates to existing pages, including optimisation details and performance benchmarks.
Backlink strategy and implementation: Develop a backlink strategy to improve the domain authority of EIT Health’s website. Identify and engage with relevant, high-authority websites for link-building opportunities, including guest blogging, partnerships, and digital PR.
The deliverables may include but are not limited to a backlink acquisition report listing new links obtained, the authority of linking sites, and the impact on overall site authority and keyword rankings.
4.1.7 Organic social media
Social media campaign planning, content creation and user engagement for both central and regional channels across LinkedIn, Facebook, Instagram and X – with a focus on how to boost engagement rates and follower bases.
Social media audit and strategy: Audit EIT Health’s current social media presence to understand engagement levels, audience demographics, and content performance. Develop a strategic plan based on the findings that outlines innovative content formats, engagement techniques, and growth tactics tailored to each platform, i.e., LinkedIn, Facebook, Instagram, and X.
The deliverables may include but are not limited to a social media audit report, accompanied by a multi-platform social media strategy that includes specific goals, target audience profiles, content themes, and engagement strategies.
Content calendar: Develop a content calendar that aligns with EIT Health’s communication objectives and social media strategy. The calendar should plan posts across all platforms, integrating innovative content formats and ensuring a consistent posting schedule.
The deliverables may include but are not limited to a content calendar for a defined period, e.g., quarterly or annually, including post timings, platforms, content formats, and key messages.
Content creation: Create high-quality, engaging content tailored to each social media platform, using the latest tools and features provided by the platforms, e.g., stories, reels, live videos, etc, to boost engagement and reach.
The deliverables may include but are not limited to a portfolio of social media content, including graphics, videos, infographics, and written posts, including performance metrics for each content type.
Community management and engagement: Actively manage EIT Health’s social media accounts,
e.g., engaging with followers, responding to comments, participating in relevant conversations, etc., using engagement tactics to facilitate a vibrant community atmosphere and encourage user interaction.
The deliverables may include but are not limited to (monthly) engagement reports showing interaction rates, types and level of engagement, community feedback, and recommendations for improvement.
Stakeholder social media asset development: Create and distribute social media asset kits to EIT Health partners and stakeholders. These kits should include customisable post templates, hashtags, imagery, and guidelines to promote their participation in EIT Health activities across their networks.
The deliverables may include but are not limited to digital social media asset kits, with usage guides and examples of how to customise and use the materials.
Performance monitoring and analytics: Monitor and analyse regularly the performance of social media activities. Use data insights to refine strategies, improve content engagement, and ensure the growth of the follower base. Provide strategic recommendations based on analytics.
The deliverables may include but are not limited to (quarterly) performance analysis reports, including engagement rates, follower growth, content performance, and strategic recommendations for future activities.
4.1.8 Paid social media and PPC
Run and execute paid social media and Google AdWords campaigns and manage tracking pixels. All paid media spend must be paid directly by the agency and the costs for this should be included in the service contracts that stem from this FA.
Paid media strategy development: Develop a paid media strategy that aligns with EIT Health’s communications and marketing objectives. The strategy should detail target audiences, budget allocation, platforms, campaign structures, and KPIs for different types of campaigns, e.g., awareness, engagement, conversion, etc.
The deliverables may include but are not limited to a detailed paid media strategy document showing objectives, platform strategy, budget plans, and expected outcomes for each type of campaign.
Creative asset development: Create creative assets specific for use in paid social media and PPC campaigns. These assets should be designed to stand out in the competitive landscape and resonate with targeted audiences.
The deliverables may include but are not limited to a portfolio of creative assets including images, videos, ad copy, and banners, accompanied by guidelines for their use in different campaign contexts.
Campaign setup and management: Set up and manage paid campaigns across chosen platforms, configuring all necessary parameters such as targeting options, bid strategies, budgets, and scheduling. Monitor and optimise campaigns to ensure maximum effectiveness.
The deliverables may include but are not limited to reports containing configurations and initial performance metrics, with ongoing optimisation and management logs.
Conversion tracking and Pixel implementation: Implement and configure tracking pixels across all digital assets to monitor user behaviours and conversions from paid campaigns. Ensure pixels are correctly firing and capturing the necessary data for accurate tracking and retargeting.
The deliverables may include but are not limited to an implementation report, including verification of pixel health, data accuracy, and a troubleshooting guide for any relevant issues.
Performance analysis and reporting: Analyse the performance of all paid campaigns using data gathered from social media platforms, Google AdWords, and tracking pixels. Provide reports that assess campaign effectiveness against KPIs and offer insights into what is working and what needs adjustment.
The deliverables may include but are not limited to (monthly) performance reports including analytics on reach, engagement, conversion rates, and recommendations for campaign adjustments.
Retargeting strategy and optimisation: Develop and implement a retargeting strategy that uses data from tracking pixels to re-engage users who have shown interest in EIT Health’s offerings but have not yet converted. Optimise the strategy continuously based on performance data and changing audience behaviours.
The deliverables may include but are not limited to a retargeting campaign plan with initial performance indicators and subsequent reports showing improvements and adjustments.
4.1.9 Content creation
Develop compelling content in a range of formats for both internal and external channels, including various creative digital formats as well as more traditional (but still digital) formats such as email, and brochures. Write effective copy for healthcare and/or innovation related audiences.
Content strategy development: Develop a comprehensive content strategy that aligns with EIT Health’s corporate narrative and communication objectives. This strategy should define key messages, target audiences, preferred content formats, distribution channels, and timelines. It should also incorporate an understanding of current trends and tools in the digital and healthcare innovation sectors.
The deliverables may include but are not limited to a content strategy document that includes messaging themes, content calendar, format selection, and strategic goals for both internal and external communications.
Copywriting and content production: Write and produce content across a variety of formats including digital brochures and E-Mail campaigns. Ensure that all content is engaging, informative, and tailored to the needs of healthcare and innovation-focused audiences, reflecting the latest industry insights and advancements.
The deliverables may include but are not limited to content elements including video scripts, animation storyboards, digital brochures, and E-Mail copy.
4.1.10 Integrated campaign planning and project management
Manage the account through effective structure and process. Take a holistic approach to integrated campaign planning and project management, creating, managing and reporting on complex projects to an agreed timeline.
Campaign strategy development: Develop an integrated campaign strategy that aligns with EIT Health’s overall communication objectives, using a range of digital channels. The strategy should be designed to effectively reach both internal and external audiences, using the latest digital best practices.
The deliverables may include but are not limited to a comprehensive campaign strategy document that includes objectives, target audiences, key messages, digital channels to be used, timelines, and expected outcomes.
Project management and execution: Manage the execution of integrated campaigns from inception to completion, ensuring that projects stay on track with timetables and budgets. Monitor progress, allocate resources, and handle any issues that arise.
The deliverables may include but are not limited to project management dashboards and regular progress reports that include timelines, completed milestones, upcoming tasks, and any risks or issues with proposed solutions.
Digital innovation and implementation of best practices: Stay updated on the latest
communications and digital marketing trends and technologies. Proactively propose and implement new tools and practices that can improve campaign performance. Encourage innovation and testing of new ideas within the campaign structure.
The deliverables may include but are not limited to recommendations for new approaches, tools and best practices.
Performance monitoring and reporting: Regularly track and measure the performance of campaigns against established KPIs. Use analytics tools to provide actionable insights and detailed reporting on campaign effectiveness, audience reach, engagement levels, and ROI.
The deliverables may include but are not limited to comprehensive campaign performance reports with analytics, insights on successes and areas for improvement, and recommendations for future campaigns.
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