East Cheshire NHS Trust
NHS App campaign
We delivered an integrated NHS App campaign that helped generate 7,545 new patient portal registrations, exceeding the Trust’s growth target.
The Challenge:
East Cheshire NHS Trust wanted more patients to access their health information and correspondence digitally through the NHS App. Its integration with the Patients Know Best portal brought primary and secondary care information together, offering greater convenience for patients and reducing reliance on posted letters.
The Trust set a target of increasing patient portal registrations by 10%.
The Approach:
We worked with patient groups, clinicians, the Trust’s digital and communications teams, and NHS England to develop an evidence-led strategy. Their insight shaped a clear campaign message: accessing information through the NHS App was “quick, easy and safe”.
We created the “Just tap the NHS App” campaign, combining NHS branding with photography of local patients and clinicians. Animated content and practical demonstration videos featuring clinicians and hospital volunteers explained how to get started.
We delivered the campaign through targeted Facebook and Instagram advertising, local radio, bus advertising and printed materials across hospital and community locations, supported by internal communications.
The Outcomes:
The campaign helped generate 7,545 new patient portal registrations, an increase of 11.5%, exceeding the Trust’s 10% target.
Social media advertising delivered 487,174 impressions, reached 278,259 accounts and generated 5,355 clicks to the campaign webpage. The Trust also gained a suite of reusable materials to support continued adoption of digital services.
“Ben took the time to thoroughly understand the Trust’s goals and collaborated closely with us to suggest strategies for maximising our return on investment while effectively reaching a broad audience across the Cheshire East region. His marketing plan was exceptional and was followed by a detailed meeting to review the proposal.
Upon commissioning Ben’s proposal, he took the lead in managing the marketing plan, providing designs for posters, e-marketing materials, and written content. The feedback from our Head of Communication was outstanding, noting Ben’s adherence to corporate and accessibility standards.
I would gladly engage Grey Fox Communications again in the future should the opportunity arise.”
Torin Glazer
Digital Services Programme Manager
East Cheshire NHS Trust
