NHS Kent & Medway
Driving bookings for vaccination services
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Challenge
NHS Kent & Medway faced the urgent challenge of ensuring that residents in the Kent and Medway areas booked their COVID-19 vaccinations, particularly as vaccination rates began to plateau. With the ongoing pandemic, it was crucial to remind and encourage the community to book their vaccinations to protect themselves and others. The campaign needed to effectively reach a broad audience with a limited budget of £800 over one month.
Action
Key actions taken included:
Target Audience: The campaign specifically targeted residents of Kent and Medway, with messaging designed to appeal to individuals who had not yet booked their COVID-19 vaccinations. The focus was on reaching all eligible age groups to ensure widespread community protection.
Creative Messaging: Ad creatives emphasised the importance of getting vaccinated, highlighting both personal and community health benefits. The messaging was clear and urgent, reminding residents to book their appointments as soon as possible.
Platform Selection: Outbrain was chosen for its ability to deliver high volumes of impressions efficiently, ensuring that the campaign could reach a large audience within the budget.
Ongoing Optimisation: The campaign was monitored and optimised throughout the month to ensure it reached the right people and maintained a low cost-per-click (CPC), maximising the effectiveness of the budget.
Results
The NHS Kent & Medway COVID-19 vaccination reminder campaign achieved significant results, successfully reaching and engaging the target audience. Key outcomes include:
Impressions: The campaign generated 2,719,350 impressions, greatly increasing awareness across Kent and Medway, reminding a large portion of the population to book their vaccinations.
Clicks: A total of 1,630 clicks were achieved, directing residents to the NHS booking system where they could schedule their vaccination appointments.
Cost Efficiency: The campaign maintained an average cost-per-click (CPC) of £0.54, ensuring the £800 budget was utilised effectively to maximise reach and engagement.
Community Impact: The campaign’s wide reach and targeted messaging likely contributed to an increase in vaccination bookings, supporting the overall public health goal of higher vaccination rates in the Kent and Medway areas.
Highlights
This campaign highlights how strategic digital outreach can effectively drive public health initiatives, ensuring critical health messages reach the intended audience within budget constraints.