Utilising Social Media to engage with the community in Beaconsfield

with Beaconsfield Medical Centre

April 2021 - July 2022
Project Summary:
In April 2021, Hanley Consulting were contracted to support a double GP practice relocation. The two Beaconsfield practices, Millbarn Medical Centre (Millbarn) and The Simpson Centre (Simpson) were scheduled to move into the Beaconsfield Medical Centre (BMC) in Spring 2022. Whilst the practices would be co-locating following the move, they would not yet be merging into one practice or business unit.
Project Description:

The Objective

Hanley Consulting were instructed as a technology partner to support on the relocation and installation of networks (HSCN and WiFi), VoIP telephony, media screens, check-in screens and patient waiting room screens.

Hanley Consulting were also supporting with public relations (PR) and communications (digital and print) of the relocation project. This involved informing and educating their patients and wider community of the double practice relocation. Hanley Consulting designed and built relocation webpages across both practice sites as well as developing and executing a social media strategy.

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

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).

Whilst The Simpson Centre had a small existing audience of 154 likes, Millbarn had no social media page created and thus 0 likes and 0 followers.

“We have no other mass communication platform other than bulk SMS and outdated emails. We want to utilise social media to reach a wider audience” – Liz Hooker, Millbarn Medical Centre

The Strategy

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;

  1. Building updates (progress of the BMC build)
  2. Generic health and care content (NHS material)
  3. Local GP service promotion and awareness

Key Performance Indicators

The purpose of this project was to reach a wider patient group/audience beyond traditional GP communication channels.  For this reason, the success of this project was measured by 3 key metrics;

  1. Increase the fans and followers of the practice Facebook accounts
  2. Increase the reach (number of individual people which see content)
  3. Effective communication of the relocation (measured by patient survey)



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Project Outcome:

1. Increase the fans (page likes) and followers of the practice Facebook accounts

Simpson Centre:

+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)

Millbarn Medical Centre:

Facebook fans have increased from 0 (11th March) to 147 (26th July)

Facebook followers have increased from 0 (11th March) to 210 (26th July)

2. Increase the reach (number of individual people which see content)

Simpson Centre:

Facebook Page reach up 550% to 15,850. This means Simpson Centre’s content reached over 15,000 different people between 6th Feb – 26th July.

Simpson Centre experienced 49,000 page impressions between 6th Feb and 26th July showing a large increase in reach. Average organic posts have also reached 20% more people in the last 90 days against the 90 days prior showing Simpson Centre now has an improved reach via Facebook.

Millbarn Medical Centre:

Facebook Page reach was 13,829 since February 6th 2022.

33,000 page impressions since Feb 6th. Organic reach is down 42% in the last 90 days in comparison with the 90 days prior. This is due to a reduction in social media activity since the relocation on the 4th July.

3. Effective communication of the relocation (measured by patient survey)

Simpson and Millbarn Medical Centre:

Simpson Centre and Millbarn patients were surveyed regarding online access and tools. 26,308 patients were surveyed in which 2,260 patients responded (454 Millbarn and 1806 Simpson). Within this survey, patients also gave Verbatim responses to questions around the use of social media at both practices.

“I felt well informed and aware of everything going on during my surgery moving – keep it up and keep telling us more!”

“Fantastic use of comms during our practice move”

“I wouldn’t have known we were moving if it weren’t for Facebook”

“Thank you for keeping us on the journey during our GP upgrade, we loved the photos and updates”



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