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A social marketing campaign aiming to increase the uptake of eConsult across Devon.
Whilst the eConsult service had been adopted by a number of patients in Devon, uptake was low among various cohorts, including high users of primary care who were not digitally enabled.
In order to address this, NHS Devon wanted to increase awareness of the service within these cohorts, with specific focus on the elderly, people with mental health issues, learning difficulties and long-term conditions, as well as younger age groups who can support older family members.
Informed by extensive behavioural insights with our target audience, a 12-week digital marketing campaign utilised a range of activities.
Messages and graphics were created using the insight findings to position the key themes identified.
Social media platforms were selected as a means of communication with the target audience to raise the profile of eConsult. 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.
In addition, an eConsult demo video and print guide was developed, explaining how to use the service step by step, to reduce usage barriers.
The campaign was successful in changing behaviour to encourage
Devon’s patients to consult GP care and advice online.
In just 3 months, eConsult Devon was in the top five referral rankings
to eConsult, ending up in fourth position at the end of the campaign,
demonstrating a clear shift in usage, opinions and beliefs compelled
by a carefully targeted campaign.
245,264 Individuals reached on Facebook
3,605 page views
1,069 Facebook referrals
222 Video views
6,047 Facebook paid ad link clicks
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