NHS Blood and Transplant | Blood Donor Sign-ups
The NHS were facing a serious problem: although sign-ups for blood donors were on track, not nearly enough people were actually attending the centres. And, of those that were, we lacked the ethnic diversity necessary for addressing conditions like sickle cell. Carat needed users to take action at a community level. We needed people to know that they, personally, could be part of the solution. But first we had to find these specific, altruistic people. Simply put, we built a predictive model and a campaign we can turn on/off when appointments are available, this delivered outstanding results.UK
The NHS were facing a serious problem: although sign-ups for blood donors were on track, not nearly enough people were actually attending the centres. And, of those that were, we lacked the ethnic diversity necessary for addressing conditions like sickle cell. Carat needed users to take action at a community level. We needed people to know that they, personally, could be part of the solution. But first we had to find these specific, altruistic people.
We had three challenges:
- Only 11% of donors were between 17 and 24 (vs 54% of donors aged 45 years+)
- We needed 10,000 more people to visit a centre
- 3.5% of the population in England identify as black African or black Caribbean, but last year less than 0.64% donors were from black communities. Regulations that restrict targeting by ethnicity make it extremely difficult to reach this audience.
THE BIG IDEA
Using 1st and 3rd party data we worked with Experian to source data on users with altruistic tendencies and created profiles on those who had already given blood. This varied by area, so for personalisation we also layered geo location. With government trading desk (GTD), we used location data and 1st party data to build a predictive model to identify potential converters.
MAKING IT HAPPEN
On Facebook we:
- Worked with Experian to create a bespoke segment by sourcing data on users with altruistic tendencies and created profiles on those who had already given blood
- Layered geo locations of donor centres needing support
- Tailored local creative informing users the urgent need for blood in their local area. We worked closely with NHS BT on ensuring that geo targeting was refined to reach the correct audience with the right message
- Once they clicked on an ad users were diverted to a localised microsite/landing page relating to their local donor centres, making it hyper relevant and helping create the sense of a close and convenient donation process.
On the government trading desk, we used data points not to understand who potential converters were, but where the potential converters were both online (contextually) and offline (location).
- As we had done on Facebook, we layered the geo location of donor centres needing support
- Used 1st party data to identify where contextually potential converters.
Using conversion data from the NHS website we used historic DSP data to understand which other sites these users had been browsing on. After matching sites to users, we developed a list of top sites from which to best reach this audience of potential converters.
For BAME audiences, we used a similar approach of discovering where users were both;
- online – contextual environments and keyword searches highlighting key language affinity
- offline - location – via official statistics of highly saturated BAME geographies.
On social, BAME audiences were typically targeted using Experian data but we worked closely with NHS BT to identify key interests of the target audience to target on Facebook - some of which was consistent with our findings on GTD. This reduced the CPR by 26%.
Off the back of the success of this approach, we further increased relevancy and efficiencies by up-weighting and switching off local social messaging based on real time appointment availability which NHS BT provided on a bi-weekly basis. (We did this manually as location-based dynamic ads are not available on Facebook for non-retail clients.) We set up very granular campaigns for all locations that most need support (127 locations including mobile units). These are also turned on and off on a weekly basis based on the availability of appointments.
We are delighted to be on track to achieve our targets at the donors centres and for the increased registrations amongst black communities. We have learnt so much this year from working collaboratively with Carat on the paid media activity. It’s great to see our efforts have paid off!Nadine Eaton Marketing Manager