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NHS App Digital Marketing Campaigns

Beyond reaching the general public and maximising return on ad spend (ROAS) through optimised app downloads, we actively targeted those in IMD areas and cohorts who may be unaware the app even exists, aiming to drive positive change and reduce health inequalities.

NHS app

Contents

Objectives

  • Conduct comprehensive research to identify and understand barriers preventing adoption of the NHS App.
  • Drive engagement by encouraging audiences to participate in an awareness and feedback survey aimed at gathering insights.
  • Utilise Meta poll adverts to promote engagement with ads and gather negative audience data of those that already use the NHS App regularly.
  • Increase awareness of the functions and capabilities offered by the NHS App.
  • Encourage users who had previously downloaded the NHS App but haven’t used it since the implementation of the COVID pass feature, to revisit and explore the range of new functionalities available.
  • Implement targeted campaigns to directly drive downloads and installations of the NHS App across various digital platforms.
  • Increase monthly logins and user activity within the NHS App.
  • Support initiatives aimed at reducing health inequalities within south east London by allocating resources to target underserved cohorts.
  • Direct users to a campaign-specific landing page to provide them with further information and engagement, measured by app downloads and logins.
  • Develop creative methods to measure campaign effectiveness while maintaining a strong commitment to end-user privacy.

Strategy Overview

Facebook & Instagram

In our comprehensive Meta campaign strategy for promoting the NHS App, we employed a variety of tactics to drive engagement, increase awareness, and encourage downloads.

Firstly, we leveraged survey and poll ads to gain valuable insights into user barriers and preferences while informing them about the app’s functionalities. These efforts resulted in significant user survey engagement, with over 50% expressing their willingness to use the app more frequently.

Our ‘Reach’ campaign aimed to maximise the number of users reached in a cost-efficient manner, effectively scouting for potential users and educating them about the NHS App’s features.

Our ‘Conversion’ campaign focused on app downloads, rotating ads to identify the most effective creative combinations, leading to impressive download rates at a low cost per download.

We also targeted specific demographics, such as those in a highest decile of the Index Multiple Deprivation (IMD) areas and recent migrants to the UK, reaching underserved demographics.

Our Meta campaign strategy effectively utilised machine learning, targeted messaging, and strategic ad placement to drive engagement and increase app downloads.

 

Spotify

We produced a creative and engaging Spotify audio ad that captures attention within the first few seconds, targeting all SEL Spotify users that use the free version of spotify.

We enlisted the talents of a fantastic London-based voice-over artist with a unique background in hip hop, ensuring a voice that stands out, commands attention and resonates with users. With a portfolio boasting numerous national campaigns for renowned brands, the VO’s recognisable voice fosters a sense of trust and familiarity among listeners.

 

YouTube

Re-purpose NHS footage with our Spotify audio to create a cost-effective and attention-grabbing 30 second True View advert. Reach our target audiences and those underserved via demographic targeting, in-market targeting, websites they have visited, keywords they have searched in the past or by placing ads on category websites.

 

Google Display Network

Display informative banners across the Google Display Network, with objective messaging. Reach our target audiences and those underserved via demographic targeting, in-market targeting, websites they have visited, keywords they have searched in the past or by placing ads on category websites.

 

Google Search

Using keyword targeting to direct users to an SEL ICS landing page with more information about NHS App functions.

 

Leaflet distribution

To support SEL ICS with their initiatives aimed at reducing health inequalities and using the Index of Multiple Deprivation (IMD), we implemented a highly targeted leaflet campaign to households within the areas within the most deprived decile. All 20,000 leaflets were targeted at a street-by-street level. Delivery was tracked and monitored.

Facebook & Instagram Campaigns

We employed a diverse mix of carousel, static, and video ads to capture audience attention and encourage engagement. To ensure effective targeting, we run overarching campaigns alongside mini-campaigns, each allocated with specific budgets, focusing on underserved demographics through precise geographic, language, and demographic targeting. We conducted survey campaigns to actively engage users and gather valuable feedback for informing future campaign strategies. Additionally, poll campaigns were deployed to stimulate audience engagement and gather audience data.

Campaign 1 – Meta Survey Ads: We initiated a survey campaign, to gain valuable insights of barriers to overcome. This also served as a marketing tactic to inform users of the various other functions the NHS App can perform. For example, during the survey we noted all app capabilities; after completing the survey, 50.8% of respondents said they’d use the app more often now they’re aware of the functionality.
Campaign 2 – Meta Poll Ads: We developed Poll ads with the aim of increasing engagement while gathering valuable audience data to implement machine learning, all within the Meta ecosystem. The question posed to users was simple: “Do you regularly use the NHS App?” Users were provided with a straightforward choice of answering ‘Yes’ or ‘No’ with just one click. Those who responded ‘Yes’ were directed to a dedicated landing page detailing the extensive functionalities offered by the NHS App. Our initial survey ad revealed that many users might not be fully aware of the breadth of functions available within the app, and upon learning about them, they were more likely to use the app more frequently. Those that answered ‘No’ were directed to a short-form survey.
Campaign 3 – Meta SEL Reach Ad: In an effort to support our download objectives, we created a ‘Reach’ campaign aimed at maximising users reached in a cost-efficient manner. This multifaceted campaign served as both a broad scout, identifying potential users likely to engage or respond positively to app downloads, and inform the user about the range of functionalities offered by the NHS App.
Campaign 4 -App Download Conversions: This was the cornerstone of our Meta strategy. We used multiple creatives and implemented machine learning to rotate ads to find the optimal performing creative combination. These ads showcased the range of functionalities available within the NHS App, accompanied by a “Download Now” call to action. The landing page was designed with conversion rate optimisation (CRO) in mind, with store links prominently positioned above the fold and as the final call to action.
Campaign 5 – App Download Conversions (IMD areas): To support SEL ICS with their initiatives aimed at reducing health inequalities and using the Index of Multiple Deprivation (IMD), we targeted areas within the most deprived decile. Employing a similar strategy to Campaign 4, we directed our efforts towards these specific IMD areas, ensuring that Meta allocated a proportionately larger budget to target these areas within South East London.
Campaign 6 – App Download Conversions (Migrated to UK): In line with Campaign 5, we targeted users who have recently migrated to the UK. These particular cohorts might lack awareness of the NHS App. The primary call to action encouraged users to download the NHS App. Upon clicking, users were directed to a dedicated landing page.
Campaign 7 – Google Play Traffic: Campaigns were created with the call to action of “Download Now” to drive traffic to the Google Play store from users on Android devices. These ads were served from the NHS App, instilling a sense of security and familiarity among users and aimed to encourage users who may already have the app downloaded to revisit and explore the range of new functionalities available.
Campaign 8 – Apple App Store Traffic:
As campaign 7 above, but targeted to IOS users.

Spotify Audio Ads

Targeting all South East London Spotify users who use the free version of the Spotify platform, our ad delivered a message that resonates.

The creative is captivating and combines engaging delivery with essential information, making it an impactful tool for promoting the NHS App. Within the first few seconds, we grab attention with a to-the-point dynamic introduction.

We enlisted the talents of a fantastic London-based voice-over artist with a unique background in hip hop, ensuring a voice that stands out, commands attention and resonates with users. With a portfolio boasting numerous national campaigns for renowned brands, the VO’s recognisable voice fosters a sense of trust and familiarity among listeners.

The script highlights the diverse functionalities of the NHS App, from conveniently ordering repeat prescriptions to accessing GP records, test results, and symptom checks. We emphasise the ease of managing appointments and the assurance of secure personal data.

The ad concludes with a clear call to action, directing users to search for the “NHS App” on either Google Play or the Apple App Store.

NHS App Spotify Ads Case Study

Campaign 1 – All Users: Targeting all South East London Spotify users who use the free version of the Spotify platform.

YouTube Ads

We re-purposed NHS footage (the original can be found here: https://www.youtube.com/watch?v=421wy0ND9Ls), combining it with our Spotify audio to produce a compelling and cost-effective 30-second TrueView YouTube advertisement. Our goal was to effectively reach our target audiences, including underserved demographics, utilising various targeting methods such as demographic targeting, in-market targeting, retargeting based on past website visits and search keywords, as well as ad placement on relevant category websites.

Within the initial 5 seconds, viewers are informed that the ad is from the NHS, about the NHS App, along with a brief overview of some of its most useful functionalities.

Campaign 1 – All SEL Users: This was our cornerstone campaign, targeting all SEL users. To be sure not to target children on parents devices, we excluded kids channels and topics.
Campaign 2 – Topics: Ethnic Identity Groups / Disability: This campaign showed to users watching videos about Ethnic & Identity Groups or Disabled & Special Needs, reaching those that may not be aware of the NHS app functions or who may find those functions particularly useful.
Campaign 3 – Keywords: This campaign targeted YouTube users who had previously searched for keywords identified within our Google Search campaign. These keywords included terms like “NHS Health Records,” “Blood Test Results,” “My Medical Record,” and “Repeat Prescription.” By aligning with their previous search queries, our ad sought to capture their attention and provide a solution, ultimately prompting them to download the NHS App.
Campaign 4 – Non-English Speaking: We targeted users who are not fluent in English or use English as their second language with an auto-translated subtitled YouTube ad.

Google Display Network Ads

We deployed informative banners across the Google Display Network featuring objective messaging. We utilised demographic targeting, in-market targeting, retargeting based on past website visits and search keywords, and ad placement on relevant category websites to reach our target audiences, including underserved demographics.

We achieved a very high conversion. We also achieved an amazing click-through rate of 1.91% – an average is around .04%

Campaign 1 – All Users: Targeting all South East London users while keeping all other criteria open to maximize reach within our limited budget.
Campaign 2 – Health-Related Website: We focused our targeting on users viewing health-related websites, aiming to connect with individuals who may find the functionalities of the NHS app particularly beneficial.

Google Search Ads

We employed keyword targeting via Google Search Ads to guide users to the SEL landing page, offering comprehensive details about the functionalities of the NHS App directly at the moment of search, addressing user search queries. We deployed responsive search ads that harness machine learning to adaptively choose the most impactful ad text combinations in response to the user’s query.

Campaign 1 – Brand: We chose to pause this campaign which was targeting users searching for brand-specific keywords like “NHS App”. This decision was made due to the campaign consuming the majority of the budget and the app’s already high rank in organic search results for this ‘brand’ query. We believed reallocating the budget to campaigns targeting users unaware of the app’s capability to meet their needs would be more beneficial.
Campaign 2 – Test Results: This campaign provided users searching for “blood test results” with information that such results can be accessed within the NHS App. Directing users to our high-converting landing page, we offered further details and links for downloading the app.
Campaign 3 – GP records: Similar to campaign 2, we addressed Google search queries related to “GP records” by presenting an ad that educates users about the NHS App’s capability to access these records.
Campaign 4 – Prescriptions: We targeted ‘prescription’ based keywords with a search ad, linking to our high converting landing page, informing the user that repeat prescriptions can be conveniently managed within the app.

Leaflet distribution

To support SEL ICS with their initiatives aimed at reducing health inequalities and using the Index of Multiple Deprivation (IMD), we implemented a highly targeted leaflet campaign to households within the areas with the most deprived decile. All 20,000 leaflets were targeted at a street-by-street level.
Delivery was tracked and monitored.

Results

Due to privacy concerns, no Software Development Kit (SDK) App tracking was implemented on the NHS App, making it impossible to track precise downloads through Meta/Google channels.

Using the login metrics directly from the NHS App, is a more accurate way of measuring the impact of all marketing comms combined. However, direct attribution is impossible.

 

33%
increase of logins

Within the south east London ICB, app logins have reached their highest level, with a 33% increase of logins observed in January 2024 compared to December 2023.

There were no additional national NHS marketing activities for the NHS App during January 2024, whilst this campaign ran.

This creative, low-cost omnichannel strategy, accompanied by its creative materials, has demonstrated its capacity to scale efficiently with additional media spend, offering outstanding value for money by generating inexpensive app downloads and re-engagement.

Multimedia Expertise

We’re not just a media buying agency; we thrive on creativity and innovation. Our agency has a strong multimedia team that specialises in creating impactful visuals, videos, voice overs and animations.




NHS Marketing Agency

Our agency has a deep understanding of the healthcare sector’s unique challenges and sensitivities. We are well-versed in conveying complex healthcare information in a clear and accessible manner, ensuring that critical messages resonate with the intended audience.

Contact us

You can contact us for more information about anything we've mentioned in the above case study.



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