AUCKLAND, Today: ProCare’s Brand & Comms team has earned top national honours, winning Gold for PR In-House Team of the Year at the 2025 PRINZ Awards.
The award celebrates a year of standout work during a challenging period for healthcare — from funding cuts to workforce pressures and growing patient needs.
ProCare didn’t just keep up — they led from the front with strategic, purpose-driven storytelling that positioned them as a voice for primary healthcare in Aotearoa.
They also nabbed Silver in the Government Relations/Public Affairs category for their standout campaign Patient Voice, which pushed general practice funding into the spotlight.
Bindi Norwell, CEO at ProCare, said, “We are incredibly proud of our Brand & Communications team.
“I’m incredibly proud of the mahi our team puts in every single day to support ProCare, our practices and the wider primary care sector.” – Dee Crooks
“Their strategic thinking, creativity, and unwavering commitment to our purpose has not only strengthened our organisation but also helped amplify the voices of our practices and patients at a time when it mattered most.”
The team’s agency-style model and deep integration across ProCare helped them drive influence across the sector — with equity and impact at the heart of every project.
Patient Voice stood out for its layered, multi-channel execution, rallying thousands of patients to directly engage with MPs and share their stories.
The campaign gained wide media traction and reached hundreds of thousands of New Zealanders, adding real urgency to the call for better healthcare funding.
Dee Crooks, GM of Brand & Comms, said, “I’m incredibly proud of the mahi our team puts in every single day to support ProCare, our practices and the wider primary care sector. These awards are a testament to the power of teamwork and purpose-driven communications.
“We’re honoured to be recognised by our peers and proud to represent our practices, patients, and the voices of our communities.”
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