“ Making the NHS Health Check work for you” NHS Health Check Programme - A Social Media Experience

Agenda Social Media and Behaviour Change Shropshire Approach Telford Approach Discussion

Some questions to think about  You want a plumber or an electrician or a builder  Who would you go to?  What drives your decision ?  You have a favourite restaurant  What makes it special ?  What would stop you going back ?  What would stop you recommending it to friends and family ? Some questions to think about You want a plumber or an electrician or a builder - Who would you go for advice? - What drives your decision? You have a favourite restaurant - What makes it special? - What would stop you going back? -What would stop you recommending it to friends and family?

Social Marketing for Behaviour Change Definitions “Social marketing is the use of marketing principles to influence human behaviour in order to improve health or benefit society” “Social marketing is about growing your business through user-driven websites like Youtube, Facebook, Digg (plus hundreds more).” “If you would persuade, you must appeal to interest rather than intellect.” Benjamin Franklin Social Marketing for Behaviour Change DEFINITIONS “Social marketing is the use of marketing principles to influence human behavior in order to improve health or benefits society” “Social marketing is about growing your business through user-driven websites like Youtube, Facebook, Digg and more” “If you would persuade, you must appeal to interest rather than intellect” Benjamin Franklin

Telford Approach Our Approach

Telford Approach Our Approach

Shropshire County PCT

 Additional element of Social Media work  Facebook Marketing campaign Shropshire County PCT “NHS Health Check Champions” Local people that will front future campaigns World of mouth viral marketing To post regular Health messages to those who liked the site and their contacts Recruitment video hosted by a local radio presenter Representation by locality and age Real people with real issues promoting the NHS Health Check programme NHS Health Check Champions photographed in an attention grabbing way To date 800 likes with some 266,000 contacts and 50 volunteers Phase 2 will be promotion of the NHS Health Check champions

 Additional element of Social Media work  Facebook Marketing campaign Shropshire County PCT

 Additional element of Social Media work  Facebook Marketing campaign Shropshire County PCT

 Additional element of Social Media work  Facebook Marketing campaign Shropshire County PCT NHS Health Check programme Google AdWords video campaign has yielded a total of 947 clicks and 1,372,106 impressions · The YouTube channel has delivered 726 total video views. Most of the views come from the embedded player on Facebook · 812 people have so far liked the Facebook page and are following the posts. 29% of the page fans have clicked on the posts to view more information. The most popular age group on the Face Book page is between 18 and 24 years old.

Shropshire County PCT  Early stage in the programme  Similar approach to Telford  GP LES  Set up supported by Nurse trainers  Point of Care Testing  Risk Management within Practice Shropshire County PCT NHS Health Check programme Google AdWords video campaign has yielded a total of 947 clicks and 1,372,106 impressions · The YouTube channel has delivered 726 total video views. Most of the views come from the embedded player on Facebook · 812 people have so far liked the Facebook page and are following the posts. 29% of the page fans have clicked on the posts to view more information. The most popular age group on the Face Book page is between 18 and 24 years old.

Telford and Wrekin  Service  GP based  One stop Shop for risk assessment  Point of Care Testing  GP based risk management Telford and Wrekin Lip Dub Video You Tube Facebook - Press /Radio involvement Enhanced YouTube site Range of Videos Targeted YouTube Ads

Telford and Wrekin  Service  GP based  One stop Shop for risk assessment  Point of Care Testing  GP based risk management

 Additional element of Social Media work  Facebook Marketing campaign Shropshire County PCT What do the Stats mean Impressions v Clicks Knowing the difference between impressions and clicks is important for understanding the effectiveness of Search Engine Visibility and the Online Advertising Budget. An impression (or ad impression) is simply the number of times the YouTube ads (above), were exposed to a potential viewer. In simple terms, this is the number of times that image appeared on any computer screen anywhere in the world. It indicates the total number of people exposed to the ads. A click (or click-through) is the actual number of times someone has taken their curser, placed it on one of the YouTube ads and used their mouse to click on that image and be taken to the YouTube channel. It shows exactly how many visitors there were, directly generated by the ads. Once the end-user is on the channel, they are able to engage with all the channel content.

Telford and Wrekin  Service  GP based  One stop Shop for risk assessment  Point of Care Testing  GP based risk management Some Stats Impressions The number of times the ads are exposed to the viewer 3.4 million Clicks The number time somebody has clicked on the add to access the You Tube page 8770 (at last count) Ads Targeted by URL/IP to Telford area (Cost £2,000) Uptake 52.7% Males 47.3% Female Other The reach was region wide. This is reflected in the 28,000 Google search results, showing the widespread take up (and linkage) to the YouTube video and channel.

Shropshire County PCT Activity VideoMeet the Champions Photo ShootFacebookRecruitment Health Check Video