With such a large change to local health services, it was imperative that all efforts were made to communicate with the local community to educate and raise awareness of the relocation of these two local GP practices. The goal is to generate a social media following to allow each practice to communicate to an audience and demographic which may not have been reached using traditional communication methods (SMS, emails and letters).
Firstly, it is important to ensure there is one version of the truth when developing web content. Hanley Consulting developed 4 webpages for each website which included an announcement of the move, FAQs, locations & directions, and a page on the sustainability benefits of the move. These pages would be referred to throughout the social media campaign to ensure the messaging was clear and there was only one version of the truth for all patients and members of the community to refer to. Following the launch of the webpages, a social media strategy was devised and agreed amongst all stakeholders. A three strand approach was agreed in which each week there would be information shared around all three strands;
Objective 1 – Increase the fans (page likes) and followers of the practice Facebook accounts.
+1021% – Facebook fans have increased from 41 (6th Feb) to 460 (26th July).
+398% – Facebook followers have increased from 182 (11th March) to 906 (26th July).
Table below showing demographics (age and gender) of current FB page fans (460).