In the era of LLMs, earned media is back in style

The challenge

During 2024 and 2025 our consultants have been responsible for communications across four NICE assessments. Whilst we can’t share the specifics of each piece of work, we’ve outlined common challenges, our approach and combined results.

While the industry gets its head around the implications of the Government’s 10-year strategy for the NHS, one thing is clear; NICE is here to stay. Securing a positive NICE assessment is the number one priority for UK organisations and heavy investment is made to build a compelling value proposition that meets the assessment committee’s needs and thresholds for approval.

Our approach

As communicators, we are adept at facilitating positive, compliant relationships between a range of stakeholders and our clients. Curious Health also supports our clients on the communication of the final assessment. NICE assessments do not always constitute a strong news hook, so our team of earned media experts will work out how to align the news with topical subjects that get the attention of journalists and their editors.

The results

Three of the four NICE assessments that we’ve worked on over the last year have dominated the media landscape in the 24 hours after the announcement. We consistently see online mentions of the therapy increase exponentially. In one instance, we got a meaningful bump in share price. In another, the coverage was picked up by the Perplexity.AI Discover page.

What this shows

Earned media, when it’s well-structured and backed by credible sources, such as NICE, can surface in AI-generated results. With a positive NICE assessment being the gatekeeper to the NHS, a successful process and announcement is business critical. Sadly for patients hoping to access new therapies, NICE is no guarantee – that’s another story…

Needing to navigate a positive NICE assessment? Speak to one of our expert consultants.