Plymouth, United Kingdom (PressExposure) August 25, 2008 -- Mobile solutions provider txtNation and the National Health Service have teamed up to provide an SMS service that will allow the public to obtain help with sexual health issues. Advice can be sent instantly to your mobile phone from trained NHS experts thanks to the campaign that txtNation have set up.
The User texts âNHSâ to 60999 and a WAP link will be sent to their mobile phone which has the answers to questions about sex, sexually transmitted infections (STIs), contraception and provides information about where you can get help in your area. The text NHS campaign is completely confidential and because you can look at it on your mobile phone, you can do it whenever and wherever you want.
txtNation are providing the services for this campaign which is enabling everyone easy access to the website. Along with the information that will be displayed the user also has the chance to make an appointment within their local area if necessary.
Accessing the website and using the services will be charged at the standard network rate.
[http://www.broadbandcapital.co.uk/index.php?option=com_content&task=view&id=23&Itemid=64] report the following on the new NHS service:
NHS Choices Mobile Campaign Public health services on your mobile
Background: NHS Choices (www.nhs.uk) is the web face of the NHS and as such can lay claim to being the biggest organizational website in the world. A key part of the Choices philosophy is the provision of locally relevant and compelling content focused on the needs of specific health communities. Another element is inclusion - reaching those who would not otherwise be exposed to the serviceâs âLive Wellâ public health messages.
In 2007, NHS Choices invited consortia of Primary Care Trusts across England and Wales to apply to pilot localized versions of the Choices website. After a competitive process, the Humber consortia (consisting of the Hull, East Riding, North Lincolnshire and North East Lincolnshire Primary Care Trusts) was selected as one of three pilot sites. Broadband Capital Ltd was Humber groupâs technology partner.
The Humber team decided to focus on a number of health communities, starting with young people and campaigns around sexual health, alcohol and smoking. NHS Choices created a local cut of their website, enhanced with new features and local content. Broadband Capital created a simple supporting WAP service and a viral (no pun intended) mobile phone campaign to draw young people in.
The deliverable: The mobile campaign consists of three technological components working in harmony: a WAP service, a text-based trigger and Bluetooth-based proximity marketing.
We created a series of quirky animations that explore different sexual health messages and broadcast these at key venues using Bluetooth. Each animation introduces the localized website and tells you how to access the WAP service. Texting âNHSâ to 60999 returns a live link to the WAP site. The site itself provides information on sexual transmitted infections, contraception and a postcode-based search facility for local services.
Impact: The localized NHS Choices website and WAP service were launched by Health Secretary and Hull West and Hessle MP Alan Johnson on 30 November. Bluetooth proximity marketing began in early December. Since then, every person receiving an animation via Bluetooth has accessed the WAP service. There is also evidence to suggest that animations are being shared between young people as there have been more visits to the WAP site than recipients of messages at Bluetooth broadcasts.
The choice of venue and associated promotion is critical to the numbers of people accepting Bluetooth animations. Street-based Bluetooth promotions have now been replaced with âpushesâ at particular venues where 14-21 year olds are more likely to be stationary for a period of time. Offering prizes, with notification via Bluetooth, provides an additional incentive for people to check their phones. These and other strategies combined can lead to a 25% acceptance rate, against 1-3% via direct marketing.
Future development: The NHS Choices mobile campaign runs through to the end of March 2008. Broadband Capital is now working on a campaign targeting the health needs of men in their 30s and 40s, focusing on sports venues for Bluetooth broadcasts. We are also building a prototype Flash-based interface for mobile phones that will enable Health Trainers t access LifeCheck and other web-based diagnostic tools remotely without the need for a laptop or internet connection.