Campaign to drive consumer and professional engagement with Sleepio following UK launch
March 2018 – Present
Big Health came to us while using a well-known tech PR agency that was struggling to understand their business and core audiences: employers, consumers and healthcare commissioners. Initially, Big Health needed Journalista’s support in quickly managing a south England NHS roll-out of its digital cognitive behavioural therapy programme for insomnia, Sleepio, which included complex stakeholder management across various healthcare organisations, social and mainstream media. In the long-term, Journalista would support Big Health in its broader strategy for engaging NHS Trusts and increasing availability of Sleepio across geographies.
In order to support Big Health’s aim of securing nationwide reimbursement, we developed a plan to increase uptake in areas where Sleepio is already available free on the NHS, as well as driving demand in other areas.
Our team created a series of carefully targeted, quality communications assets that were disseminated through different health and care professional groups, compelling them to try Sleepio and advocate it to their patients and professional networks.
Employing a phased approach to communications enabled us to reach key audiences in a targeted way, beginning with direct stakeholder communications with a core group of GPs in London, before expanding our efforts to reach a broader range of health and care professionals via direct communications, press and social media.
This approach also allowed us to test messaging with a controlled group of stakeholders and to use these learnings to continually improve communications.
Progress to date
Since the beginning of our partnership, we have positioned Big Health clearly and consistently with tested messages that engage targeted audiences across a wide range of channels. We have driven consistent, high-quality third party advocacy resulting in greater brand awareness, as well as increased downloads, engagement and commissioning of its product.
Following the initial project to offer Sleepio to poor sleepers in the Thames Valley region, Journalista successfully supported Big Health in its roll-out of Sleepio across London in partnership with Good Thinking. Clinical advocates and case study assets representative of key stakeholders from the existing model (including patient, GP, commissioner and employer) were leveraged to secure positive media coverage for Big Health in the run-up to, and across the roll-out at both the local and national level.
Big Health has now reached around 38 million readers, viewers, and listeners across more than 100 pieces of media coverage, with around 50% achieving direct sector and geographic audience targets. Social engagement has also increased following a sustained campaign to populate Sleepio’s Twitter feed with a consistent stream of engaging and informative content in order to improve brand awareness in commissioner, GP and patient populations.
Since taking on management of Sleepio’s Twitter account in July 2018, the number of followers has risen by 18 per cent, while the level of engagement has increased by more than 5000 per cent.
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