The brief was to create a digital Christmas campaign for Patient Opinion to encourage sharing of positive NHS care stories and drive traffic to their website. The strategy was to produce an infographic called "#giftofthanks" revealing NHS admission data and encouraging people to share stories as a "gift" to NHS staff. The infographic was widely shared on social media and in the press, reaching over 4 million people. It increased Twitter click-throughs to the Patient Opinion website eight-fold and resulted in over 1,500 shares of "#giftofthanks" on social media.

1. SHORT TERM SUCCESS:
PATIENT OPINION
Client name
Sector
Timeframe
Budget
Patient Opinion
Health data
December 2012
£525 + VAT for infographic

2. Credentials | © Journalista 2015 | journalista.co.uk 2
The brief was to create a ‘feel good’,
proactive digital campaign with a Christmas
theme on a very tight deadline.
• Increase the numbers of stories shared on
Patient Opinion at a time when typically
numbers drop.
• Drive traffic from a consumer audience to
the Patient Opinion website through a
targeted digital campaign.
• We also aimed to raise awareness and
encourage positive brand association with
Patient Opinion.
• Patient Opinion, as an online platform, has
a good following on social media, a
resource that has so far been untapped in
terms of PR.
Challenge
Strategy: #giftofthanks
Results
• A seasonal campaign to encourage
people to share their stories of NHS care
as a gift to NHS staff over Christmas.
• We also produced figures showing how
many people were admitted to hospital
and for what reasons - which ranged from
the quirky and humorous, to the more
serious.
• Partner Dr Foster and Patient Opinion, to
generate stories using HES data on
patient admissions over Christmas.
• We aimed to produce a revealing, emotive
and shareable infographic to encourage
people to give the “gift of thanks” over the
festive period. The infographic would
reveal all of the hard work that goes on
behind the scenes of the NHS, at a
typically busy time of year.
4mPeople reached through coverage
CASE STUDY: PATIENT OPINION
1.5k#giftofthanks shares
8xClick-through from Twitter increased 8 fold
Creative
Insight

3. Credentials | © Journalista 2015 | journalista.co.uk 3
OUTPUTS: CONTENT

4. 4Credentials | © Journalista 2015 | journalista.co.uk
OUTPUTS: COVERAGE

5. 5Credentials | © Journalista 2015 | journalista.co.uk
OUTPUTS: SOCIAL MEDIA

6. Credentials | © Journalista 2015 | journalista.co.uk 6
01
1.5k # shares:
#giftofthanks was shared
by celebrities, NHS staff
unions and even health
minister Jeremy Hunt!
02
8 x click through:
Click through from Twitter
to patientopinion.org
increased 8 fold over the
campaign.
OUTCOMES
03
4m reach:
12 pieces of coverage including
ITV, The Telegraph and The
Guardian.
04
Partnership:
Two of our clients now work
closely together on similar
campaigns – using data to
inspire change in the NHS.
05
The Infographic also received
581 likes and was shared by
208 people on the Patient
Opinion Facebook page. Many
Facebook users also actively
engaged with the campaign by
sharing their own stories
underneath the infographic.
“DELIVERING ON TIME AND WITH
GOOD RESULTS TO AGREED KPIS.
EXCELLENT VALUE – AND JUST AS
IMPORTANT, HOLLY AND HER
TEAM ARE A DELIGHT TO WORK
WITH, PEOPLE WITH WHOM CLEAR
COMMUNICATION BOTH WAYS IS
VALUED.”
Dr Paul Hodgkin,
CEO, Patient Opinion