Getting the message on public health & service demand

Getting the message on public health & service demand

Encouraging people to protect their own health & wellbeing is key to improving outcomes for preventable illnesses. It can also reduce demand on emergency & social care services. But, how do you make sure your campaigns are seen?

It’s about planning ahead, building your campaign early and – crucially – measuring which creatives, messaging and tactics are working in advance, to change behaviours around the use of A&E, GPs, NHS 111 and pharmacists before winter really bites so you sustain a successful campaign with measurable outcomes when it really matters.

This webinar brings together a panel of public sector campaign experts including our own John-Paul Danon, e-shot, 22 Design and the Behaviour Change Network,

Book a slot to chat with  John-Paul Danon if you want to discuss how this approach can work for your organisation.

Video: Catch up with the recording of our webinar Winter Demand Campaigns 2023/24 – Prepare Early for Improved Outcomes.

Communicating Public Health

Year-round, the Government runs a range of campaigns – from smoking cessation to keeping active, and from child immunisation to mental health. But how can you make sure, as a local council or ICB, that all your residents get to see these messages, understand them and act on them?

We can target these campaigns to people by age, sex, and ethnicity groups in specific locations covered by your local authority. We can then retarget those who need more information. And we can measure response at every stage.

Counting the cost

There are many problems that push up cost per intervention in public health communication campaigns. These are a few of the ways in which we’ve successfully tackled them with digital campaigns for councils and NHS ICBs:

  • Demand management: paid-for “always on” symptom Google Search, with geo-fencing around local A+E departments and pharmacies, to ease the pressure on acute services.
  • Applying behaviour change theory at scale: to promote adoption of healthier lifestyles – exercise, consumption, smoking cessation.
  • Targeting unengaged audiences: building trust through repeated messaging and promoting easier routes to access services.
  • Integrating council and ICB campaigns: recognising the links between social and economic factors and health outcomes as with the impact of cost of living on mental health.
How we can help

We can get your important public health messages across to 95% plus of the local people you need to reach using programmatic advertising. This means:

  1. The websites and social media channels your campaign ads appear on are determined by anonymised data profiles of individuals’ browsing habits – using data gathered on the internet in a positive way.
  2. Your campaign is continually monitored to determine which messages, creatives and channels are working best and tweaked to get the highest performance for the lowest cost.
  3. Your ads won’t appear in inappropriate places thanks to our in-built filters and you can easily track the progress of your campaign via an online dashboard.

At CAN we call our programmatic advertising service for councils Citizen Reach™. Read about how our programmatic campaigns for councils made a positive, and award-winning, difference during the COVID-19 pandemic.