University College London Hospitals (2)

University College London Hospitals NHS Foundation Trust

The brief 

University College London Hospitals NHS Foundation Trust is known for leading innovation in patient care.

Following earlier research we conducted for them, they wanted to test how a digital patient information strategy could help drive traffic to the Trust’s website. The aim was raise awareness of key services, build the organisation’s reputation and potentially, to encourage referrals.

Our approach 

Our role was to help them define a digital strategy and develop an implementation plan for a dynamic and engaging offer for the users of the children and young people’s diabetes (CYPD) service.

Differentiating this specialist flagship service from others providers in the market was the prize. Their offer was tightly focused on the needs of their young patients and more specifically – their parents.

Research into the audience’s behaviours told us a website was the best digital platform to engage with them at the depth they desired. We adopted a patient-focussed approach, categorising web content by the target audience’s needs and knowledge. For cost and time efficiency, we opted to build a beta site and test it with the target audience, using the findings to forecast its effectiveness and refine the content and approach.

The results

The headline result was a 96% net recommendation score by target audiences. 90% would return to the site again and 74% rated the site as better than all other sites they have visited (including diabetes charities, NHS, commercial and US providers).

We were particularly pleased that parents commented on the credibility, clarity and friendliness of the site, targeted to their needs – as set out in our initial strategy.

As parents of children treated at other hospitals told us:

Seeing the [UCLH] team and what you can do for my child makes want to change hospitals”

“… how I wished this was around when my daughter diagnosed 5 years ago”

We were then able to build on the learning from this pilot process to make practical recommendations for future roll-out of across the Trust.

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