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Increase take up of eConsultation Services across Devon
Referral to eConsult ranking nationally
Uptake of the eConsult service across Devon was low among various groups, including frequent users of primary care who were not digitally enabled. Our challenge was to increase awareness of the service within these groups, with specific focus on the of 50's, people with mental health issues, learning difficulties and long-term conditions, as well as activating younger and more digital enabled groups to support other family or community members.
Informed by extensive behavioural insights with our target audiences, a 12-week digital marketing campaign utilised a range of activities, messages and graphics crafted to position the key themes identified and raised the profile and understanding of the consultation offer.
A range of targeted paid ads were set up, complimented by organic Facebook and Instagram content. Champions were recruited to share and engage with the posts, while in order to reduce user barriers an eConsult demo video and print guide were crafted to explaining how to use the service step by step.
Referral Rankings nationally
People reached via Facebook
In just 3 months, eConsult Devon was in the top 5 referral rankings to eConsult, ending up in fourth position nationally at the end of the campaign.
Demonstrating a clear shift in usage, opinions and beliefs compelled by our carefully crafted and targeted campaign
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