The research found that the additional campaign touchpoints achieved the aim of successfully supplementing and boosting the impact of the brand’s National advertising at a regional level.
Nuffield Health is the UK’s largest healthcare charity, with a range of award winning hospitals, fitness/wellbeing clubs and healthcare clinics.
The Challenge
As a not-for-profit organisation, competing in the saturated healthcare charity market, Nuffield Health must ensure marketing spend generates maximum return on investment.
In May 2022, Nuffield launched a new site at St. Bartholomew’s hospital, alongside its state-of-the art gym at The Barbican. To ensure Londoners became aware of the new offer, additional advertising investment was made.
Our approach
Already in effect was a core national tracker to evaluate the impact of national marcomms, including TV and TVoD, social media, radio and Door Drops.
An additional ‘boost’ of interviews was conducted in London. However, the London campaign adopted a wide range of additional media specifically designed to work locally with London commuters and residents. This out-of-home advertising included sponsorship of rail terminals & tube stations, rail carriage cards, posters on London taxis, and digital billboards. The investment behind each one needed to be justified via evaluation.
We applied a multivariate model (called Campaign Optimiser) to isolate the effect of 12 campaign components and compare the contribution of each relative to its spend. We successfully identified which media were driving key measures relating to their tasks and whether they were contributing in-line with or above their weight.
The outcome
The research found that the additional campaign touchpoints achieved the aim of successfully supplementing and boosting the impact of the brand’s National advertising at a regional level, with the campaign succeeding in meeting its objectives around awareness, knowledge and consideration.
The findings informed Nuffield Health’s advertising strategy in two key ways. First, a proof of concept for the potential deployment of localised campaigns to exploit the brand’s regional footprint where necessary.
Second, a more in-depth understanding of the role of different media types against the brand’s objectives.