NHS App Adoption Campaign Toolkit: Planning, Accessibility and Measurement

NHS App Adoption Campaign Toolkit: Planning, Accessibility and Measurement

NHS App adoption campaigns need more than media buying. They involve behaviour change, trust, accessibility, stakeholder approval, service pressure, digital exclusion and privacy-conscious measurement.

This toolkit is for NHS, ICB, public-health and partner teams planning campaigns that encourage appropriate NHS App use without excluding people who need offline support.

Downloadable templates:

• 
  byte-digital-nhs-app-campaign-objectives-and-raci-template.xlsx
• 
  byte-digital-nhs-app-media-plan-template.xlsx
• 
  byte-digital-nhs-app-post-campaign-evaluation-template.xlsx

This resource complements Byte Digital’s broader public-sector campaign planning resource by focusing specifically on NHS App adoption.

Campaign-objective template

Write the objective in plain operational terms before selecting channels.

Good objective fields:

• 
  target action
• 
  audience cohort
• 
  geography
• 
  time period
• 
  service context
• 
  behaviour barrier
• 
  measurement approach
• 
  accessibility considerations

Example:

Increase NHS App repeat use among eligible adults in selected boroughs by promoting appointment, prescription and records features, while signposting offline support routes for people who cannot or do not want to use the app.

Avoid vague objectives such as “raise awareness”. Awareness can help, but NHS App campaigns usually need a defined action.

Stakeholder and approval mapping

Map approvals early. NHS App campaigns often involve multiple stakeholders. Include:

• 
  ICB or NHS organisation owner
• 
  communications lead
• 
  digital lead
• 
  primary care or pharmacy stakeholders
• 
  equality, diversity and inclusion input
• 
  information governance or privacy review
• 
  clinical sign-off where required
• 
  translation or accessibility review
• 
  community partner review

Use a simple RACI model: responsible, accountable, consulted and informed. The downloadable RACI template is designed for this.

For service context, see Byte Digital’s NHS Marketing Agency page.

Audience cohort planning

NHS App adoption is not one audience. Plan by cohort:

Each cohort may need a different message, channel and support route.

Digital exclusion considerations

An adoption campaign should not imply that the app is the only route to care. Check:

• 
  offline alternatives are clear
• 
  assisted digital support is available where promised
• 
  content does not shame or pressure people who cannot use the app
• 
  community, GP practice and pharmacy teams know what is being promoted
• 
  campaign materials explain what people need before starting
• 
  device, language, confidence and accessibility barriers are acknowledged

This is especially important when campaigns target deprived areas, migrant communities or groups less likely to use digital health services.

Accessibility requirements

Accessibility should be built into the campaign, not checked at the end. Review:

• 
  plain English
• 
  readable type sizes
• 
  colour contrast
• 
  captions for video
• 
  alt text for images
• 
  accessible landing-page structure
• 
  keyboard navigation
• 
  screen-reader-friendly forms
• 
  translated or easy-read formats where needed
• 
  clear contact routes for support

Accessibility is not only a compliance issue. It affects campaign performance and trust.

Language and translation planning

Translation should follow audience need, not a generic language list. Plan:

• 
  which languages are needed by borough or cohort
• 
  whether translation, transcreation or community review is required
• 
  whether imagery and examples are culturally appropriate
• 
  how translated assets will be distributed
• 
  whether landing pages and offline materials match the ad language
• 
  how community partners will feedback misunderstandings

Health-inequality considerations

NHS App campaigns can support digital access, but they can also widen gaps if they only reach people who are already digitally confident. Consider:

• 
  IMD or deprivation-area targeting
• 
  migrant and recently arrived communities
• 
  people with lower literacy
• 
  people with disabilities
• 
  older residents
• 
  people without reliable data or devices
• 
  communities with lower trust in formal health messaging

The existing NHS App campaign case study shows how audience insight, digital channels and offline support can work together.

Community and pharmacy activation

NHS App campaigns often work best when digital media is reinforced locally. Activation options:

The NHS App Pharmacy Bags case study is a useful example of offline activation supporting NHS App adoption.

Digital and offline channel planning

Match channels to the action and cohort. Possible channels:

• 
  Google Search for intent-led queries
• 
  Meta for local reach and message testing
• 
  YouTube for explanation and repeated reach
• 
  Spotify or audio for local awareness
• 
  Google Display for reminder activity
• 
  print and pharmacy distribution for offline reinforcement
• 
  community partner channels for trust and access

The South East London Integrated Care System case study gives a broader view of public-health campaign delivery across multiple channels.

Privacy-conscious measurement

Measurement should be useful without overreaching. Plan:

Be clear about what the campaign can and cannot prove. A campaign may contribute to increased NHS App use, but attribution should be described carefully.

Campaign landing-page checklist

A landing page should answer the user’s immediate questions. Include:

• 
  what the NHS App helps people do
• 
  who can use it
• 
  what people need before starting
• 
  link to official download or NHS guidance
• 
  privacy reassurance
• 
  offline support routes
• 
  accessibility options
• 
  translated versions where relevant
• 
  local service context
• 
  clear next action

Avoid making the page a long list of features with no practical guidance.

Creative-message testing

Test message angles before committing all budget. Possible message themes:

• 
  manage prescriptions
• 
  view appointments
• 
  access records
• 
  save time on simple tasks
• 
  use trusted NHS digital services
• 
  get help to set it up
• 
  continue using phone or in-person routes if needed

Use polls, surveys, community feedback and small paid tests to identify confusion or trust barriers before scaling.

RACI and media-plan templates

Use the downloadable templates to document:

• 
  objective
• 
  cohort
• 
  message
• 
  channel
• 
  asset owner
• 
  approval owner
• 
  live date
• 
  accessibility check
• 
  translation status
• 
  measurement source
• 
  post-campaign learning

The template is intentionally simple. NHS campaign planning usually benefits from a clear shared document more than a complicated planning system.

Post-campaign evaluation framework

Evaluate both delivery and learning.

Include:

• 
  objective and campaign period
• 
  audience cohorts reached
• 
  spend by channel
• 
  reach and frequency
• 
  landing-page actions
• 
  QR or offline response where tracked
• 
  accessibility and translation performance
• 
  stakeholder feedback
• 
  community feedback
• 
  lessons for future NHS App or digital-access campaigns
• 
  caveats around attribution

Lessons from existing NHS campaigns

Byte Digital’s NHS and public-health work shows recurring lessons:

• 
  audience research improves message clarity
• 
  privacy-conscious measurement should be planned early
• 
  underserved cohorts need specific channel and creative choices
• 
  offline activation can support digital action
• 
  broad reach campaigns still need clear action routes
• 
  campaign timing should reflect service demand where possible

Relevant examples include the NHS App campaign, the NHS 111 mental-health campaign and the NHS App Pharmacy Bags campaign.

FAQs