Patient Opinion

SHORT TERM SUCCESS: PATIENT OPINION

Client name Sector Timeframe Budget

Patient Opinion Health data December 2012 £525 + VAT for infographic

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The brief was to create a ‘feel good’, proactive digital campaign with a Christmas theme on a very tight deadline. •  Increase the numbers of stories shared on

Patient Opinion at a time when typically numbers drop.

•  Drive traffic from a consumer audience to the Patient Opinion website through a targeted digital campaign.

•  We also aimed to raise awareness and encourage positive brand association with Patient Opinion.

•  Patient Opinion, as an online platform, has a good following on social media, a resource that has so far been untapped in terms of PR.

Challenge Strategy: #giftofthanks Results

•  A seasonal campaign to encourage people to share their stories of NHS care as a gift to NHS staff over Christmas.

•  We also produced figures showing how many people were admitted to hospital and for what reasons - which ranged from the quirky and humorous, to the more serious.

•  Partner Dr Foster and Patient Opinion, to generate stories using HES data on patient admissions over Christmas.

•  We aimed to produce a revealing, emotive and shareable infographic to encourage people to give the “gift of thanks” over the festive period. The infographic would reveal all of the hard work that goes on behind the scenes of the NHS, at a typically busy time of year.

4m People reached through coverage

CASE STUDY: PATIENT OPINION

1.5k #giftofthanks shares

8x Click-through from Twitter increased 8 fold

Creative Insight


OUTPUTS: CONTENT

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OUTPUTS: COVERAGE

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OUTPUTS: SOCIAL MEDIA


01 1.5k # shares: #giftofthanks was shared by celebrities, NHS staff unions and even health minister Jeremy Hunt!

02 8 x click through: Click through from Twitter to patientopinion.org increased 8 fold over the campaign.

OUTCOMES

03 4m reach: 12 pieces of coverage including ITV, The Telegraph and The Guardian.

04 Partnership: Two of our clients now work closely together on similar campaigns – using data to inspire change in the NHS.

05 The Infographic also received 581 likes and was shared by 208 people on the Patient Opinion Facebook page. Many Facebook users also actively engaged with the campaign by sharing their own stories underneath the infographic.

“DELIVERING ON TIME AND WITH GOOD RESULTS TO AGREED KPIS. EXCELLENT VALUE – AND JUST AS IMPORTANT, HOLLY AND HER TEAM ARE A DELIGHT TO WORK WITH, PEOPLE WITH WHOM CLEAR COMMUNICATION BOTH WAYS IS VALUED.”

Dr Paul Hodgkin,CEO, Patient Opinion

Business

Patient Opinion