Merchant designed, managed and delivered a new brand to influence and change the behaviour of the public accessing the NHS for the Prime Minister's Challenge Fund, specifically to find ways to improve access to primary health care by increasing the use of online facilities, especially the booking of GP appointments.
The information available to patients about how to book appointments online was sparse and confusing. We began by creating a logo and creative identity that would flow through all of our communications.
We needed a central hub of information that would explain to patients how to go about booking appointments online so we created a website we could direct patients to from every form of communication.
Two Lambeth Patient Online promotional videos were created and promoted through Youtube, Facebook and Vimeo. One was aimed at educating practice staff and used at training events, the other was aimed at educating patients and was rolled out to practice waiting rooms and used for online advertising.
Messaging focused on core patient benefit of online appointment booking - convenience. Adverts had a single relevant headline, for example, "I do it waiting for the bus" on bus shelters and, "I do it walking to work" on pavement phone booths.
A combination of digital banner ads and video ads were served to people within Lambeth. Both Google ads and Facebook ads were used, targeting the different demographic groups with tailored messaging to suit. For example, we created an edit of the promotional video that showed just a clip of the mother and child. This ad was placed on the timeline of mothers using Facebook in the Lambeth area.
We designed, produced, and distributed a suite of promotional marketing materials to 47 practices in Lambeth highlighting the benefits of booking online and how to get started.
Banner ads viewed in the first 6 weeks
In the first 6 weeks 1,671,307 Lambeth Patient Online banner ads and video ads have been seen by people with an IP address within Lambeth.
Video views in Lambeth
Lambeth Patient Online banner ads and video ads have been seen by people with an IP address within Lambeth.
Increase in online bookings
Compared to this time last year there has been a 49% increase in online bookings per month.
Dr Ross Dyer-Smith
PMCF IT Lead, Lambeth GP Federations