Glue, Grit and a PRINZ Gold

When ProCare’s Brand and Communications team was awarded Gold for In-House Team of the Year at the recent PRINZ Awards, it marked a moment of recognition for a team that operates with heart, precision, and purpose in one of New Zealand’s most demanding sectors – healthcare.

As a leading healthcare provider, ProCare representing New Zealand’s largest network of general practice teams and healthcare professionals who provide care to nearly 700,000 patients across Auckland. With a strong commitment to Te Tiriti o Waitangi and equity, ProCare’s mahi spans clinical support, mental health, telehealth, smoking cessation, and population health initiatives. The Brand and Communications team sits at the centre of it all – a high-performing, purpose-driven group often described internally as “the glue” that holds the organisation together.

An agency mindset, in-house impact

What sets this team apart is its agency-style approach within an in-house setting. Each sub-team manages internal “clients” across the organisation, delivering with the drive and agility of an external agency, but with a depth of understanding that only comes from being embedded in the organisation’s purpose and values.

There’s no option but to deliver, and the team does so consistently and strategically. From press releases and patient newsletters to advocacy campaigns and thought leadership, the team’s work spans the full spectrum of internal and external communications. They are the final filter for everything that goes out the door, ensuring clarity and impact.

Diverse minds, unified purpose

The team’s diversity is one of its greatest strengths. Not everyone came through the traditional PR or comms route. Backgrounds range from communications, psychology and anthropology, commerce, sustainability, design, and even frontline healthcare. One team member is a registered nurse, bringing clinical insight to communications and another balances part-time work with parenting, contributing compelling content and fresh perspective. Equally, a number of the team have diverse interests outside of the workplace including rugby, fencing and singing; which again brings a different perspective to the way they approach their work and the diversity the bring to the team.

This mix enriches strategic thinking and storytelling, and reflects a culture of inclusion and flexibility, one that values lived experience as much as professional expertise.

Early engagement

Over the years, we have successfully positioned ourselves as a critical function within the organisation. This shift has seen our team brought in early on for strategy development, crisis and issues management, major projects, and high-level proposals, ensuring that messaging is clear, impactful, and aligned with our brand and organisational goals. While this has meant a significant rise in workload, our team has met the challenge head-on; collaborating effectively, refining our processes, and leveraging our collective expertise to deliver high-quality outputs under tight deadlines.

Driving change

While the team works across a vast and varied portfolio (often on projects that fly under the radar) one campaign stood out this year for its boldness and impact: the Patient Voice campaign.

This initiative earned the team a Silver Award in the Government Relations/Public Affairs category, as well as being named a finalist in the iSentia Research, Measurement and Evaluation award. It tackled one of the most pressing issues in New Zealand’s healthcare system – the chronic underfunding of primary care. With practices facing rising costs, workforce shortages, and increasing patient complexity, many were forced to consider raising fees or closing their doors.

Recognising the urgency, the team launched Patient Voice to elevate patient and practice concerns, mobilise public and political support, and influence policymakers. The campaign combined compelling storytelling with data-driven insights and targeted advocacy, positioning ProCare as a leading voice in the sector. It sparked national conversations, strengthened collaboration with other PHOs, and helped push the issue of primary care funding into the spotlight.

Patient Voice is a prime example of the team’s ability to deliver high-impact work that drives real change – all while continuing to support a wide range of internal stakeholders, subsidiary brands, and strategic initiatives.

Resilience in a challenging year

The past 12 months have tested the healthcare industry with workforce shortages, funding cuts, shifting government policies, and increasing public scrutiny. For a team supporting those on the frontlines, it’s been a test of resilience and adaptability.

They’ve remained agile and deeply connected to stakeholders. By consulting their network, advocating on key issues, and leaning into storytelling and research-led advocacy, they’ve helped set the agenda on mental health, workforce pressures, and equity.

A culture of growth and excellence

Professional development is embedded in the team’s DNA. Graduate roles have been introduced to nurture emerging talent, with clear pathways for progression. Several team members have grown into leadership roles, and the team has embraced tools like the Working Genius framework to better understand strengths and improve collaboration.

Their General Manager brings international best practices from a career spanning multiple sectors and countries, while other team members contribute deep expertise in stakeholder engagement, design, and sustainability. Together, they form a well-rounded, high-performing unit that’s always learning and evolving.

Looking ahead: Strategic moves

As demand for their services grows, the team is focused on working smarter, exploring AI-driven tools like HeyGen, ChatGPT, Perplexity, and Deep Seek to scale their work while maintaining quality.

They’re embedding communications expertise earlier in strategic projects, ensuring messaging and branding are integral from the outset. This shift is already enhancing engagement and outcomes across the organisation.

Advice for in-house teams

From the team’s collective experience, here’s some advice for fellow in-house practitioners:

• Operate with purpose: Let your organisation’s mission guide your messaging and strategy
• Stay agile: The landscape is constantly shifting – be ready to pivot and lead
• Champion diversity: Different backgrounds bring fresh thinking and richer storytelling
• Embed early: Get involved at the start of strategic projects to shape outcomes
• Invest in your people: A culture of growth and support builds resilience and excellence
• Leverage tech: Use smart tools to scale your impact without compromising quality.