NHS Bolton CCG marketing campaign for NHS Health Checks
NHS Bolton Clinical Commissioning Group (CCG) has joined forces with Dave Spikey, a Bolton-born comedian and television personality, to try and increase the number of people having a health check. The campaign has been developed by Dr Stephen Liversedge, who is the Director of Primary Care Development & Health Improvement, and the CCG Clinical Lead for CVD and Diabetes. Dr Liversedge is also responsible for the success of the BIG Bolton Health Check (2008-2009) - an industrially-scaled vascular check programme. At the end of one year, 82% of the eligible population were recorded as having had a health check.
The current health check programme is jointly commissioned by Bolton Council and the CCG. All 50 GP Practices are engaged, and delivery is now well established in primary care. Whilst NHS Health Checks have been marketed widely across the town, this year the CCG has decided to take a very different approach. In an attempt to match, or even exceed the previous achievement of 82%, it was decided to try celebrity endorsement. Features of the 2016 campaign include a life-size cut-out of Dave Spikey in the waiting rooms of every GP surgery, as well as radio adverts, featuring Dave, airing on the local station - Key 103. Posters are also being displayed in a variety of venues such as libraries, shopping centres, local shops, pubs and clubs. Future plans include using Dave to advertise on the big screen at Bolton Wanderers FC during the new season.
Please contact Lesley Hardman at firstname.lastname@example.org if you would like further information about the campaign.