Projects
NHS Scotland
Scotland
Helping work out how best to communicate with busy health professionals – by asking them.
Strategic in every piece of market and campaign work we undertake, we worked with the NHS on their project to market physical activity programmes to health professionals so that they could encourage the referral of patients.
What we delivered
- Analysis
- Campaign Management
- Marketing Communications
Our Approach
The issue to overcome for the NHS’s campaign was one of engaging with the audience they wanted to reach; health professionals are notoriously busy with many varied work environments and constantly bombarded with advice and information for their patients.
Our Approach
So, in true Flourish style, we approached this with our research head firmly on to help inform the best way to communicate with this busy audience. We worked with the team to define the right approach for the most effective way to get as many responses as possible. The result was to first conduct an online survey, cascading it out through the NHS’s own email system. To help further inform this we attended some key events where we distributed paper copies of the survey to attendees, exhibiting examples of the types of materials we could use, to allow people to give us qualitative feedback on the approach.
We then worked to draft the questionnaire, planning out the question logic to the best effect. When the survey was finalised, we carried out the setup online using survey monkey to distribute, then undertook the necessary manual data entry to add the written responses into the pool and collate the information.
Our end result for our client was a 72-page report detailing the all-important data on the awareness of the programmes: current referral rates from different groups, for example, nurses, GPs, and physios; ease of use of the internal referral process; and preference on communication materials. This crucial data helped to inform the right approach for the communications and perfectly tailor the method of delivery and message for the audience.
