NHS West Cheshire
Discovery project and strategy development to create an impactful awareness campaign
1.
Background
NHS West Cheshire Clinical Commissioning Group is responsible for commissioning health and care services for the people of West Cheshire, using a £340m budget to ensure high-quality, sustainable healthcare for a population of 263,755 people.
It is the clinical commissioning group’s responsibility to ensure that the local health budget is well spent.
NHS West Cheshire CCG have a strong track record of working together with the public to improve local services, and looked to work with Clicky to deliver a comprehensive digital strategy.
2.
The Brief
NHS West Cheshire Clinical Commissioning Group sought to appoint a full service digital marketing agency to develop and implement a strategy with coinciding materials to support the launch of a ‘social movement for self- care’ as part of the NHS Five Year Forward View.
The development of a short term strategy through social and digital media for the new campaign ‘own life’ to raise awareness to an exact budget within a specified timeframe.
The development of ‘social movement for self-care’ is an initiative from the Five Year Forward View published in 2014 by the NHS. It was essential for the campaign to be radical in its thinking and address how the NHS and care services cannot continue the way they are. Own Life brings together inspirational stories from people in West Cheshire who refuse to let long-term conditions control their life. Importantly, the campaign also highlights the small lifestyle changes each and every one of us can make which can have a big impact on our health and wellbeing.
3.
Objectives
- The development of a short term, but high impact strategy for the five year forward view.
- To raise awareness of the new view and encourage patient engagement and interaction.
- To increase the number of community organisers.
4.
Discovery Project
The project involved Clicky working closely with key CCG staff to create and implement a short-term, high-impact strategy for the campaign through social / digital media. Across all activities our aim was to significantly raise awareness of The NHS Five Year Forward View, encouraging patient engagement and interaction and increase the number of community organisers.
It was important that the strategy was fully informed and considered, and was delivered to an exact budget within a specific timeframe. As such, Clicky invested considerable time in research to help formulate the most intelligent and impactful approach.
All research, analysis, and learnings were utilised to deliver a results focused campaign, which proved to be flexible, adaptable and reactive to shifting online and audience trends to deliver the greatest impact in the short runtime.
5.
Outcome
The resulting output from our research and analysis Discovery phase was a truly informed and considered branding strategy, combined with a detailed and effective website marketing plan. This plan covered a large number of topics, from strategic website optimisation suggestions, through to organic social media plans and guidance, in addition to a comprehensive social media advertising strategy.
This in-depth Discovery process led to a successful and effective campaign called ‘Own Life.’
997,000social media impressions
5,300clicks from social adverts
499new and engaged social followers
