LBH Marketing Portfolio 2014

MARKETING DEPARTMENT 2014


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CONTENTS
Marketing Overview 4
MARKETING ACTIVITY 2014
u Advertising 6 u Online 10 uPR 14 u Social Media 19 u Printed materials 20 u Internal communications 24
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MARKETING OVERVIEW
The Marketing Department uses integrated online and offline communications and campaigns to raise awareness of key services at the hospital. The challenge in 2014
was to bring London Bridge Hospital’s branding and communications to a world-class standard during the competition commission report and investigation.
2015 will see a drive to implement the hospitals’ key objectives ‘world-class service, world-class people, world-class care’ across all channels.
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MARKETING ACTIVITY 2014
u
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ADVERTISING
During the first part of the year, we executed a campaign focussed on the ‘quality’ of the hospital and its services. This was a targeted campaign across digital office screens in the city, local news and City lifestyle publications.
We ran a digital campaign for the City outpatient centres during April to highlight our physiotherapy services during the London Marathon.
Outdoor advertising in London Bridge Station for cardiac services and at Sevenoaks Train station in the first and latter half of the year.
We undertook research for the self-pay market to design new creative that will target the self-pay demographic, focussing on core specialties of cardiac, orthopaedic and general surgery. This will run in 2015.
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Campaigns
Quality campaign, featuring adverts in
• The City Magazine
• ECN Digital across the city
• Southwark News and Southwark Weekender
Physiotherapy Outpatient Centre ECN Digital campaign
• Sevenoaks Campaigns
• Sevenoaks Residents Guide
• The Index Magazine
• Sevenoaks Train Station
• Sponsorship at Sevenoaks Hockey Club and Sevenoaks Rugby Club
• Oyster Card distribution at Sevenoaks Train station in April 2014
PLAC Cardiology outdoor campaign at London Bridge Station
Charity Sponsorship
• The Haven Magazine
• Wellbeing of Women Christmas Fair
Total number of four campaigns throughout the year with ad hoc supporting advertising. We generated 190 direct response calls, however
the focus was on using dedicated URLs to track visitors journey to specific landing pages.
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ADVERTISING
Sevenoaks Hockey Club banner
London
Bridge Hospital Self-pay advertising campaign
Southwalk News Outpatient advert
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ECN digital advertising campaign
Sevenoaks station poster campaign London Bridge station poster
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ONLINE
17% increase in visitors to the main hospital website in 2014 compared with 2013
2014 – 672,922 visitors • 2013 – 574,588 visitors Increase in visitors to the total outpatient
websites by 318% in 2014
Three new website re-designs and re-launches including the Outpatient Centre hub and websites, main hospital website and physiotherapy website
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ONLINE RESULTS
Total web visits across LBH websites portfolio (30 websites) in 2014
LBH site – 2014
• The trend on visits is increasing month on month
• October had the most visits to the website
• We have increased social media activity where the majority of the posts have a link to the website
• Continuing the development and improvement of the website
• Interlinking across
LBH websites’ portfolio
Jan Feb
Mar Apr May Jun
Jul Aug Sep
Oct Nov Dec
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101,565 94,452
103,799 92,685
101,708 91,833
94,317 89,623
102,320 108,217
105,912 84,601


Main LBH Site - 2014 web visits
LBH site over the years Londonbridgehospital.com web visits 2010-2014
LBH blog blog.londonbridgehospital.com
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
2010 2011 2012 2013 2014
2011 2012 2013 2014 Total 2014 visits: 2,189
Total 2013 visits: 2,071 Increase Year on year: 5.7%
(To date)
Jan 2015 web visits: 197
(Same period)
Jan 2014 web visits: 132
Increase Year on year: 49% 31 OBS has the highest
traffic to their website
COLM, 120 OBS and Docklands Healthcare websites were launched in April
Seasonal drops around November/December time on all sites due to the holidays
3500
3000
2500
2000
1500
1000
500 0
• •
•
Outpatient Centres Web Stats
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
120obs.co.uk 31oldbroadstreet.co.uk citymedicalcentre.co.uk docklandshealthcare.com docklandshealthcare.lbhoutpatients.co.uk sevenoaksmedicalcentre.com
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387,914 529,332
60,286 53,313
56,595 50,658
58,310 52,592
54,609 50,887
60,966 63,910
62,562 52,312
590,829 573,721
672,000
1,473 2,827
2,071 2,189


PR
May 2015, we hosted our first ever press event at Soho House. Journalists from Vogue, BBC and The Daily Mail attended to meet with Consultants, making London Bridge Hospital the first point of contact for any health commentary or advice.
PR Value increased 179% in 2014
(from 3,453,884 in 2013 to 9,631,334 in 2014)
AVE Value increased by 196% in 2014
(from 1,165,637 in 2013 to 3,210,444 in 2014)
Expert placement of 36 Consultants quoted in press coverage. Key Coverage highlights include The Times, The Spectator, Metro, Daily Mail, Grazia, Marie Claire.
Sevenoaks Radio Campaign in November focussed on prostate cancer for Movember; total audience reached 4,302,000
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PR RESULTS
Independent Men’s Running Practioner Today
01.06.14 02.07.14
Hello! 03.02.14.
Mail on Sunday 03.08.14
Daily Express
Online The Times
06.05.14 08.03.14
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PR RESULTS
The Guardian
Online Grazia Daily Mail Express Online Psychologies
09.05.14 11.03.14 16.09.14 19.08.14 20.07.14
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Daily Express
Online Daily Mail Daily Mail The Spectator Marie Claire Top Sante
29.04.14 30.09.14 30.09.14 31.05.14 May issue June Issue
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SOCIAL MEDIA
Social Media Report 2014
January 2014 vs January 2015
Month
Summary of activity in 2014:
Blog
• New user-friendly, interactive design which includes videos, picture posts and text
• On average 1-2 blog posts per month, bar July and August, after which time it increased to 2-3.
Instagram
• An Instagram account was set up to include images of charity fundraising events, filming projects, our buildings and staff.
Twitter and Facebook
• Live Q&A sessions with LBH Consultants
• Advertising LBH job posts to engage with potential candidates
January 2014
January 2015
Facebook
579
932
61% growth
Twitter
680
1232
81.2% growth
Blog visits
Growth
132
197
49% growth
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• Streamed activity, mirrored on all social media platforms for maximum engagement
• Retweeting followers pictures and giving credit
• Travel updates for those travelling to the hospital or the area
• GP Seminar events updates and links to book on
• Promotion of Consultant interviews
• Promotion of health awareness days and the related service we offer
• Links to press articles
• Picture posts of LBH activity – charity events, filming at LBH, GP seminars and MDT meetings
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PRINTED MATERIALS
The following items were designed and printed during 2014:
• Fit Back and Bumps DL leaflet • Lister Fertility Clinic DL leaflet • PCOS DL leaflet
• Chest Pain Clinic DL flyer
• Thyroid Service DL leaflet • Outpatient Centre brochure • Location Map brochure
• History of LBH brochure
• LOC@LBH brochure
• Outpatient Registration card
• HR Training Book
• Connect Carol Service programme
GP Communications
• Referrers’ Guide 2015
• Seminar brochure 2015
• Masterclass brochure 2015
• Health Matters spring and winter issues 14 and 15
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Location Map brochure
PRINTED MATERIALS
Fit back and bumps DL leaflet
Lister Fertility Clinic DL leaflet
PCOS
DL leaflet
History of LBH brochure
Outpatient Centre brochure
LOC@London Bridge Hospital brochure
Chest Pain Clinic DL flyer
Thyroid Service DL leaflet
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Outpatient Registration card
HR Training Book
Referrers’ Guide 2015
Connect Carol Service programme
Seminar brochure 2015
Masterclass brochure 2015
Health matters issue 15
Way-finding and branding
The Marketing Department assisted with a large outpatient project. We tendered for a way-finding agency to review the patient journey through the hospital, and to design clear messaging and branding which will be implemented across all sites in 2015.
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INTERNAL COMMUNICATIONS
Development of internal communications brand and messaging Networking events with senior management team and employees
Staff Internal Invite
Internal Job Vacancy Bulletin
Internal Project Update
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Tooley Street Times Template
Internal A4 Posters
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