With an overload of information vying for our attention when we log-on in need of health advice, it can be something of a dilemma finding a reliable source. Our work with NHS Choices, the digital face of the NHS, focussed on directing people to a website they knew they could trust.
Primarily targeting mums – typically the guardians of all the family’s health needs – we engaged the media on a range of topics from pregnancy planning to student wellbeing, black health to long-term conditions like diabetes, to highlight NHS Choices’ comprehensive content, expert guidance, interactive symptom checkers, videos and local service comparison tools.
We soon became a first port of call for health features writers, and an average of 50 items of coverage a month across the national, glossy consumer magazines and regional press contributed to ensuring NHS Choices’ position as the most visited online health portal in the UK.