Fresh Egg agency won Best Public Sector campaign at the 2018 Drum Search Awards, for their work with the NHS. Below they discuss the challenges and processes they went through to win this highly acclaimed award.
This award entry is not about reaching hundreds of thousands of people through investing tens of thousands into paid search. It’s about a micro-targeted PPC campaign with a strategy founded from a groundbreaking, integrated approach for the National Health Service (NHS).
An approach that is:
- The first of its kind and has seen the launch of a brand new digital wellbeing service, Good Thinking.
- Heralded as a ground-breaking success by Public Health England (PHE) and the NHS.
- Being used as a blueprint / exemplar model for other wellbeing services across the UK.
The overall objective of the project is to improve the mental health of Londoners by encouraging them to self-manage their wellbeing, enabling the NHS to:
- Understand the different needs and wellness journeys of specific audience groups.
- Reach and engage people at key stages in their wellbeing journeys with targeted micro messaging.
- Position itself at the forefront of search results for popular search terms surrounding lack of sleep, anxiety, feeling low and stress.
- Alleviate the pressure on the already stretched physical NHS resource by intervening early and empowering people to help themselves.
The service has been commissioned by all 32 London based NHS Clinical Commissioning Groups, a majority of London Borough Local Authorities, and supported by Public Health England, NHS England and the Mayor of London.
For the individuals who visit Good Thinking, the service can be truly life changing; whether they know it or not.
Background to project/campaign
Of the one million people in London to experience poor mental health each week, 60% will not receive any support for their mental wellbeing (PHE 2017). Symptoms that lead to poor mental health can often go unnoticed before it’s too late, so clinically-focused early intervention is crucial in helping people find the right support at the right stage in their wellness journey.
Digital intervention is key as Londoners use search, forums, apps, websites and social media to self-diagnose and access help and peer-to-peer support. However, the myriad of online sources gives a varying standard of advice for issues around sleep, anxiety, depression and stress. There was a need for a clinically-approved voice from the NHS to help people reach the right support.
When Fresh Egg joined the project in January 2017, the NHS had completed extensive qualitative research to better understand the mental wellbeing of Londoners aged 18-45. This research provided a wealth of information into the life stories, experiences and emotions of Londoners, along with the triggering contexts that can lead to poor mental wellbeing. These contexts are:
- Economic - unemployed, employed, debt
- Relationships - loneliness, divorce, partners with depression
- Environment - commuting, stress levels, living in London
- Media - mental health awareness, celebrities with depression
- Community - support groups, jobs for ex-offenders, things to do near me
- Health - trouble sleeping, self esteem, weight loss
Our overarching objective for the project was to aggregate, structure and enrich the existing research and understand how the triggering contexts and experiences would translate digitally for the NHS. This insight was then used to form the backbone of a micro-targeted, hyper-efficient paid search strategy to support the launch of the Good Thinking website. The paid strategy’s aim was to provide initial visibility while organic starts to build; thus allowing the NHS to reach their audience immediately with the right help and support – crucially, at exactly the right stage in their wellbeing journey.
Our objectives were to:
- Identify and understand the online behaviour, motivations and search intent of Londoners aged 18-45, in relation to broad wellbeing conditions of sleep deprivation, anxiety, stress and depression.
- Translate granular data and broader trends into actionable insight for our paid search strategy.
- Home in on keywords for those who are 'unaware' of having mental health symptoms and move them into the ‘aware’ stage of their journey.
- Streamline the journey from ‘aware’ into ‘selection’, through micro-targeted keywords, where the person can research and understand their condition and select the right help from one of the NHS Good Thinking approved partners.
- Have immediate visibility for the key terms used by Londoners surrounding wellbeing, sleep, anxiety, depression and stress.
The integrated strategy, led by Fresh Egg, was rooted in customer experience (CX) discovery, using a combination of empathy and CX journey mapping, COM-B behavioural analysis, social listening and keyword research to uncover real conversations, trends and patterns of behaviour.
- CX Journey Mapping provided us with the “moments of truth” to investigate further through our data analysis.
- Organic search data provided a window into what people are really thinking and feeling.
- Local search data from London boroughs identified micro patterns and trends.
- Search data combined with social listening provided rich demographic insight and real-life / real-time conversations and trends.
- Social data provided insight on what people were talking about on social and forums.
The challenge - when using a CX methodology to inform our paid search strategy in this way – was that we are not just looking at a series of touchpoints or a path to purchase to inform our keywords. Instead, we created a visualisation of their experiences and feelings at each discrete state in their digital wellbeing journey (see attachments 1 and 2 – Example CX Journey Map), and our strategy had to be fully reflective of these different experiential states.
A white paper, that lifts the lid on the methodology of this groundbreaking research project for the can be found here.
The research uncovered exactly what people were searching for and which websites they were being directed to at different stages of their journey.
For example, as part of our research for “trouble sleeping” we discovered:
- Popular search terms for people in the ‘aware’ stage were ‘can’t sleep’ ‘who has sleep problems?’ and ‘are sleep problems common?’ with top sources being Google, Health.com and Sleepio.
- Popular search terms for people in the ‘selection’ stage were ‘earplugs’ ‘foods that make you sleepy fast’ and ‘sleep app’ with top sources being Mail Online, Boots and Lifehacker.
- Popular search terms for people in the ‘use’ stage were ‘can’t sleep in a dark room’ ‘can’t sleep with apnea mask on’ and ‘can’t record sound on sleep bot’ with top sources being Quora, Sleepio and Sleep Well Solutions.
Our conclusions were three key 'moments of truth' that were fed into the development of our paid search strategy:
- User needs differ depending on which stage of the wellbeing journey – i.e. habitual bad sleeper who’s tried various solutions vs. someone just starting to experience poor sleep.
- Personalised content is key – needs-based questionnaires are included on key pages to filter content and enable user choice.
- Trusted 24/7 resource – People are searching for solutions around the clock. This service is an authoritative voice available 24/7 to reflect user needs.
As Good Thinking was a brand-new site, with zero visibility, it was important for the CX research conclusions to drive our micro-targeted paid search strategy for maximum effectiveness. Low cost terms with CPC’s averaging £0.55 meant that our paid search investment was incredibly efficient from the off; especially when compared to the costs of using the physical NHS.
From November 1st, Good Thinking has already achieved 40,000 visits and 26,760 unique users, with 12,845 of those returning visitors.
Our micro-targeted keyword strategy via AdWords has delivered 10,000 clicks, with a click-through rate of 4.8% at a blended CPC of £0.55. An incredible result considering that each of those 10,000 clicks could have changed the path of many users’ wellbeing journeys and helped to take some of the pressure away from the physical NHS resource.
For paid search traffic, time on page tops 2.5 minutes for the core anxious, low, sleep deprived and stressed pages and the site’s conversions have seen 139 individuals complete a self-assessment, with more than 191 individuals going on to visit a designated partner site. This is a monumental success considering the discreet audiences and the life-changing role Good Thinking will have played in their wellbeing journey.
The most important result for has been the feedback from the NHS and PHE (see testimonials). The strategic approach, developed and led by Fresh Egg, has been heralded as ground-breaking success and is being used as a blueprint / exemplar model for other mental wellbeing services across other locations in the UK. Furthermore, we are already discussing the same, life-changing approach with the NHS in tackling other wellbeing issues such as childhood obesity, cancer and cardiovascular disease. This alone can be considered the greatest success of all.