# NHS Pharmacy First campaigns Published: 2026-10-20 · Updated: 2026-10-20 · Reviewed: 2026-10-20 South East London NHS Pharmacy First campaigns achieved £1.48 per completed quiz, with polls, audio and display supporting service awareness and recall. - Client: South East London Integrated Care System - Period: March–June 2025 results - Channels: Meta, Spotify and Google Display - Byte’s role: Strategy, creative collaboration and campaign management **Byte Digital delivered a multichannel Pharmacy First campaign for South East London Integrated Care System, achieving £1.48 per completed quiz.** Meta advertising, polls and an interactive quiz worked alongside Spotify audio and Google Display to help residents understand pharmacy service options. ## Making service information easier to remember The completed programme ran from **14 March–13 June 2025**. Its creative addressed two practical audiences: women seeking information about urinary tract infections and parents learning about pharmacy support for children's health needs. The campaign used recognisable situations to explain the service. A parent or resident could encounter the message in social, visual or audio form, then engage with the information through a poll or quiz. ## Building awareness before asking for interaction Reach activity introduced the service before the interactive strands began. Parents' carousel advertising showed different examples within one format, while the women's strand used focused static messages. Polls invited a response to service information. The quiz developed that idea further, using everyday scenarios to give people an active role in exploring what pharmacies could help with. The quiz ran from **28 April–13 June 2025**. Its defined completion action gave Byte a specific engagement objective to optimise and report. ## Why Byte uses quizzes: supporting later service recall Byte uses quizzes to encourage people to read the information, think about a question and take action by choosing an answer. This active participation is central to the creative approach: the audience spends time considering what the service offers and how it relates to an everyday situation. Byte sees strong participation in quizzes across its campaigns. Its creative approach builds on people's appetite for interaction on social media: a short quiz gives them something to do, a question to consider and a chance to test their understanding. For Pharmacy First, the aim is to help people remember the pharmacy option when a relevant need arises later. The quiz connects a recognisable scenario with the service, giving the participant an opportunity to work through that association themselves. Supporting later service recall is the reason for choosing this format. The dedicated Pharmacy First quiz conversion campaign achieved **£1.48 in media cost per completed quiz**. This figure uses the quiz campaign's own advertising spend and completed quizzes. Surveys build on a related motivation: people value the opportunity to have their say. Byte's [NHS public-engagement approach](https://bytedigital.io/knowledge/nhs-marketing.html#why-people-take-part-in-surveys) explains how being heard can encourage participation. ## Extending the message into audio and display Spotify and Google Display activity ran from **14 March–16 May 2025**. Audio carried the explanation into music and podcast listening, while Display reinforced the service message across online placements. The women's audio strand used existing creative assets; the parents' strand introduced new audio content. Adapting available material alongside new creative kept the programme connected around the same service explanation. ## Selected engagement results The Meta activity recorded the following media costs per completed action: | Campaign activity | Cost per conversion | Conversion definition | |---|---|---| | Dedicated Pharmacy First quiz conversion campaign | **£1.48** | Completed quiz | | Women's UTI poll | **£2.29** | Submitted poll response | | Parents' poll | **£2.62** | Submitted poll response | Each figure relates to its named campaign strand. The quiz activity ran from 28 April–13 June 2025; the poll activity ran from 18 April–13 June 2025. Spotify reported audio completion rates of **92.44% for the women's campaign** and **92.90% for the parents' campaign**. These figures record delivery of the full audio message; the quiz result records completion of the interactive activity. ## Creative and campaign delivery Byte handled strategy, audience targeting, setup, optimisation and reporting. Copy and artwork were developed with the NHS communications team through Byte's proposals, NHS review and joint refinement. The creative thinking connected awareness with participation: introduce the service, make the examples relevant, then invite people to test their understanding. ## Continuing programme planning A separate **December 2025 programme document** proposed activity for January 2026–January 2027. It set out seasonal carousel messages, language variants, IMD-priority delivery, a quiz and Google Search activity around relevant information needs. That document records the next programme's plan. The results above belong to the completed March–June 2025 campaign. Byte's [Spotify advertising page](https://bytedigital.io/digital-marketing/spotify-advertising-agency/) includes Pharmacy First audio examples. The [Lewisham NHS navigation campaign](https://bytedigital.io/knowledge/nhs-navigation-guide-campaign.html) shows another coordinated use of social, video and audio. ## References - South East London NHS, *Pharmacy First campaign Report*, ID 051, June 2025, version 2: pages 2–8 for Meta activity; pages 9–11 for Spotify and Display results. - South East London NHS, *Pharmacy First campaign*, ID 064, December 2025: pages 2–4, programme proposal. - [Byte Digital: Spotify advertising agency](https://bytedigital.io/digital-marketing/spotify-advertising-agency/). - [NHS marketing and campaign directory](https://bytedigital.io/knowledge/nhs-marketing.html).