Healthcare Marketing

Umbrella Health

Continuing our successful partnership, Big Cat was briefed to plan and manage a three-week long campaign targeting 16-24 year olds acrosss Birmingham through a multi-channel approach.

 

Client

Umbrella Health are committed to providing free and confidential sexual health care across Birmingham and Solihull, through clinics and Pharmacy services.

Objective

Big Cat was briefed to plan and execute a multi-channel campaign, targeting 16 – 24 year old males and females within Birmingham. The objectives of the campaign were:

  • To raise awareness of the Umbrella services available at Umbrella pharmacies
  • Drive traffic to the Umbrella Health website
  • Reduce the number of visitors to Umbrella clinics and encourage people to utilise the services available at their local Umbrella pharmacies
  • Increase rates of STI testing kit returns
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Delivery

In order to maximise the exposure of the Umbrella brand throughout the launch campaign, Big Cat exercised the use of outdoor advertising which included a selection of bus-stop, 6 sheet, and large format opportunities. A two-tier approach was taken wherein ‘Street-talk’ (phone box) sites were used for highly targeted messaging relevant to specific pharmacies, alongside awareness advertising in sites with high-footfall and that allowed for the greatest exposure through a combination of large format and bus-stop advertising.

Alongside outdoor advertising, digital channels including Facebook Ads, Social Media Post Boosting (Twitter + Facebook) and Google Ad Words (PPC) were employed.  The key messaging promoted the services available at local Umbrella pharmacies, as well as the broader sexual health support available via Umbrella Health.

To further increase awareness throughout the campaign period, a radio advertising campaign on Capital FM was also recruited to reach the target audience.

Results

The campaign achieved the following results:

  • Facebook ads received a total of 1,685 clicks with a reach of 200,688
  • Facebook boosted posts attracted a reach of 157,683 with 1,092 engagements received
  • Twitter boosted posts received a total of 346,392 impressions and 796 link clicks
  • The Google AdWords PPC campaign received 28,130 impressions and 1,957 clicks, achieving a CTR of 6.96%

 

These results culminated in the Umbrella Health website receiving a 26.17% increase in sessions (16,543 to 20,872) and a 32% increase in visitors to the Umbrella Health website overall.

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