NHS
Developing and delivering innovative training programmes, the NHS Institute for Innovation and Improvement provided a centralized resource for indentifying improvement needs within the NHS – helping Strategic Health Authorities and Hospital Trusts to meet central government objectives. But with insufficient revenues to support their move to self-funding status I was asked to help give their online marketing an emergency health check.
Impactful, intuitive design
Content Management System
Full eCommerce solution
1000% targeted growth
The Challenge
However, while on-line communication was deemed to be critical to future success, the client’s existing web presence and email marketing campaigns were grossly ineffective, and were failing to deliver any significant level of enquiries creating an uncertain future for the entire department.
The Problem
In addition many of the departments within the Institute had independently commissioned their own web sites – many of which were not branded to NHS standards – leading to disjointed, incoherent messaging and no clear way for prospects to see the full pictures or understand how different services could be combined to reach their improvement goals.
And while the Institute had been consistently emailing updates and product information to around 120,000 opted-in prospective clients across the NHS, engagement and results were lack lustre with just 3.75% of recipients taking any action and very few prospects making product enquiries.
The Solution
I replaced the client’s disjointed web sites with an entirely new, consolidated on-line service – designed and structured using an more intuitive, “external” customer perspective and backed by a powerful content management system allowing for content changes to be implemented quickly by relevant departments as required to effectively manage costs going forward.
And to drive traffic to the new web site, I completely overhauled the client’s email campaigns using my simple 5 step strategy.
The Results
A usable, relevant web site
Having restructured the client’s site using the “external” perspective of their customers, prospects are now able to quickly identify content which is relevant to their personal aims and objectives – moving quickly toward the client’s business goals without the clutter of irrelevant content getting in the way.
10x email response rate
Applying my unique 5 step strategy to the client’s email marketing, I delivered an increase in click-thrus from 4,500 (3.75%) to over 49,000 (41%) in just 1 month using their existing email list which had failed to produce any tangible results for almost 2 years.
Phones “ringing off the hook”
This harmonised web and email strategy – delivering key improvements in design, web site structure and messaging – resulted in the client’s phones “ringing off the hook” with enquiries.