NHS Choices.
NHS Choices is a comprehensive information service that helps to put the public in control of their own healthcare. The service is intended to help people make choices about their health, from lifestyle decisions about things like smoking, drinking and exercise, through to the practical aspects of finding and using NHS services in England. We are helping to secure NHS.uk’s future as the one website for the NHS, helping its 1.5 million weekly visitors transform their health.
Your pregnancy on your desktop.
More than 5,500 downloads
Audience.
Learning you’re going to be a first-time parent can be scary. It’s a wonderful and fascinating time, but there are always plenty of questions to be answered. The problem is that there’s so much information available, often located in different places. It just so happens that the NHS Choices website contains a host of user-focused and fully approved content relating to pregnancy and early parenthood – but the people who needed it weren’t using it.
Challenge.
NHS Choices (www.nhs.uk) is the largest online resource for the NHS. The Team was asked to help investigate multiple approaches to campaign delivery from integrated digital and print campaigns to the creation of branded utilities, through the use of social networking and onto content syndication to third parties.
Insight.
Working closely with the NHS Choices team, we took the existing content and delivered it to the audience in a format that gave them what they needed, when they needed it. Our breakthrough idea was sharing this information in a widget that users can download to their desktop. Whenever they log in, the tool reflects where they are in their pregnancy cycle and surfaces content relevant to that stage, directly through the tool.
Result.
So, no more legwork trawling sites and no more anxiety about the accuracy of the information. Download the widget from the Pregnancy Desktop page. So far the Pregnancy Planner campaign is delivering a 60% uplift in traffic to the pregnancy section on the NHS Choices website.
I can't choose if I need treatment. But I would like some choice in where and how I have it.
An innovative online comparison tool allowing patients to make informed choices about their NHS treatment.
Audience.
Let's be honest, knowing that I need some medical treatment is the last thing I wanted to hear. But if it's got to be done, it would be nice if I could choose where it's done. With an idea of what other patients think about the quality of care they received. And some facts about practicalities like how to get there, where to park and what sort of patient support is available if I need it.
Challenge.
Nobody wants to be told: "you'll get what you're given". Private patients rightly value the options they enjoy in selecting their medical services. Policy makers felt that NHS patients also deserved the right to choose. Building on our long-term relationship with Capita, the internal design team assigned to this task asked for our help in making it happen.
Insight.
The hospital comparitor tool we helped to design empowered patients to assess their healthcare options according to a wide variety of criteria. As the project developed, data was generated from medical professionals and fellow patients alike - with all the information easily accessible through the Find and Choose Services link at: http://www.nhs.uk
Result.
Patients now have several fewer things to worry about when they need treatment and the hospital comparitor has been prominenttly featured in national news media.