Allies in Cancer Care
Melanie Elizabeth
Marketing Strategist
Copywriter
Copy Strategist
Facebook Analytics
Instagram
The Christie NHS Foundation Trust
Eleven Marketing & Communications
University of Salford
Better care for patients living with and beyond Cancer.
It's no secret that the impact of Cancer, and the care required goes beyond the treatment its self. People living with and beyond Cancer may also require care in other aspects of their lives, for example urgent care and the help of a Paramedic, they may need assistance with Prosthetics, or maybe they benefit from Drama Therapy... And in order to make sure they are as comfortable as possible, the care those Allied Health Professionals Provide may need to be adapted.
What did I do?
I worked on a project funded by The Greater Manchester Combined Authority (GMCA), and run by The University of Salford and The Christie Charity, who came together to build a CPD course to provide Allied Health Professionals with knowledge and tools to aid them in empowering these patients, and providing the care they need.
For this I worked with Designers, Strategists, Digital Marketing experts, copywriters and creatives, and the client to build a communication plan that promoted the course over an eight month period.
Using the research and insights we gathered, I wrote copy and managed the creation of:
Meta, LinkedIn and Twitter Ads (Paid ads, retargeting ads)
Google ads (Responsive, Dynamic)
Email marketing
Email communications to nurture, encourage conversations, and provide information.
Recruitment toolkit (email communications, social media ads, LinkedIn communications)
Certification and completion communications
Web banners and Google ads
The purpose of the content was to;
Drive AHPs to the website, and encourage them to register for the course.
Encourage AHPs to enrol on the course, once registered
Understand any blocks they faced in the enrolment process
Encourage course completions
Celebrate success and provide their certification
Social media ads
What challenges we faced?
Audience specifics and parameters
Marketing restrictions
NHS strikes
Time poor, vocational workers
Reaching the audience across media, on a local level
How did the campaign go?
The success of the content we created saw website views surpassing all measures of success, with the final visits being way above the market average for a course of this kind. The course was a success, and resulted in 200+ AHPs completing the course.
