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Case Studies

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Increase take up of Flu & Covid-19 vaccinations

116,430

people vaccinated in 4 weeks

Challenge

With the continued threat of Covid-19 in Winter 2021, it was vital that the NHS increased uptake of winter vaccinations to protect vulnerable groups of the population.​

Wirral CCG partnered with ICE to target key cohorts of Wirral residents using flu vaccine uptake data and behaviorally designed messaging.

 

Solution

A Social marketing campaign utilising behavioural messaging to prompt individuals to take action and get their Flu and Covid-19 vaccine. 

 

Utilising flu vaccine uptake data, campaign messages where specifically targeted at post code areas with the lowest uptake, targeting three cohorts most at risk of poor outcomes of flu & Covid-19:

- People aged between ​50-65 -

- Pregnant women -

- People living with long term health conditions -

 

 

Outcomes

The campaign delivered significant engagement outcomes

271,413
people reached via Facebook

116,433
people vaccinated in 4 weeks

£25,232*
Cost saving to the NHS

The evaluation findings show the use of carefully targeted, behavioural messages successfully resonated with key cohorts who then engaged with the campaign and that by intelligently using data, we were able to reach those most at risk of poor outcomes from flu and Covid-19 and increase vaccine take up in key areas.

•Using national data on average cost per hospital admission for pregnant women with Covid we can demonstrate the effectiveness of the campaign on not only behaviour change but health economic impact

 

 

Wirral CCG

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