The challenge

Pregnancy and childbirth is a unique experience for every woman, so knowing about maternity choices helps them choose what’s right for them. Having to navigate a disjointed maternity system with numerous practitioners along the way is less than ideal and can lead to poor experiences and outcomes. This stage of life can be daunting for a first-time mum because they don’t know what to expect. An initiative to the national transformation programme seeks to change that.

North Central London Local Maternity System (NCL LMS) asked us to help them create a single point of access to maternity services across its five London boroughs: Barnet, Camden, Enfield, Haringey and Islington.

Our approach

We implemented a paid social media campaign to:

  1. Increase awareness of the new personalised maternity services
  2. Drive more women to the website to find out more about their maternity options

We used two styles of ads to see which resulted in better engagement. Find out more about this campaign approach by downloading the extended case study. >>

Download Extended Case Study

The outcome

Our approach in increasing the awareness of the NCL maternity website among mums and their families in North Central London worked very well, it even resulted in an increased number of calls and online form completions. The overall number of women clicking on the Google Ads to get to the website was seven times higher than the average click-through-rate in the healthcare industry (currently 3.79 percent). It demonstrates that our targeting, keyword choice and ad copy were very strong. The audience that saw the ads were highly likely to click on the adverts. One campaign group had click through rate of 32 per cent.

The Facebook campaign was seen by over 200,000 people, with an average cost per click of £0.21.

Compared to the same period as last year, website sessions and new visitors were up by 3,000 per cent.

If you need to raise awareness of your services, get in touch with us at: nelcsu.designsolutions@nhs.net.