by Caroline Hastie
Preventing inappropriate hospital admissions, boosting staff flu jabs, growing fundraising revenue and engaging with patients are just some of the ways NHS Trusts are maximising the use of their house ads.
More and more trusts are realising the benefits of using the banner and media bars for their own communication campaigns to complement the use of the space available in-between ‘live’ advertising campaigns.
NHS Greater Glasgow and Clyde have seen 4,000 calls to its new ‘Call the midwife’ hotline since its launch in May. It has been promoting the new number in a variety of ways including a banner ad on their public website, which has seen click through rates averaging 0.17%
The Countess of Chester Hospital NHS Foundation Trust has been using the public media bar to raise awareness of the Friends and Family Test. They have been taking advantage of the multiple messaging the media bars allow to encourage patients to feedback on their experiences of their hospital care. The media bar campaign has been achieving a 0.4 click through rate, compared to the industry average of 0.1 -showing excellent levels of patient engagement. The Trust have also been making use of the banner space to draw attention to their £3M fundraising appeal to build a new state-of-the-art Neo Natal Unit which has recently reached its first £1M milestone.
Last year, Plymouth Hospitals NHS Trust ran an extensive staff flu campaign, which saw their uptake rate increase from 45% to 57%, utilising their intranet banner with an ad was one of the channels they used to signpost their staff to the relevant information.
Meanwhile our new network partner Northern Lincolnshire and Goole NHS Foundation Trust have a series of banner ads running on rotation on their public site. They are running messaging on Choose Well, supporting the national campaign to direct patients to the most appropriate services; promotion of the hospital’s park and ride service and advertising of a hotline to local maternity services.
Sarah Mainprize, the Trust’s Head of Communications and Marketing, said: “When the team from Fendix first came to present to us we were keen to explore the revenue we could generate through advertising. However, we also found the fact that we could use the banner space for our own messaging in-between paying campaigns attractive as we know that people respond positively to information displayed in this way.
“We are now looking at using this space on both our intranet and website to complement various communication campaigns.”
Other trusts such as Salisbury NHS Trust and Blackpool Teaching Hospitals have used the banner space on their public websites to promote their fundraising appeals and East Cheshire NHS Trust has promoted its lottery scheme. Royal Liverpool also used the space to promote an urgent message to hospital visitors following an outbreak of Norovirus in the community.
Caroline Hastie, Head of Communications and Marketing for Fendix, said: “We have had some excellent feedback from Trusts who have used the banners to support a whole variety of campaigns. If any network partner would like to run campaigns all they need to do is send us the creative and we will upload it for them.”