In Hounslow a focused marketing campaign has helped ensure strong take-up rates of services at the area’s polyclinic.

SERIOUS Ideas’ experience in communicating new health initiatives enabled them to create an understanding and awareness of one of Britain’s first polyclinics through an integrated campaign that promoted the benefits of the polyclinic to the Hounslow community.

Providing additional accessibility to healthcare services through longer opening hours, central geographical location and number of specialists, the Hounslow polyclinic is located right at the heart of the community where it is highly visible to those who need it most. It provides community services, outpatients’ clinics, pharmacy and health information, and diagnostic facilities such as CT scans and minor surgical procedures.

However, if was crucial to go beyond the central location - the agency had to raise awareness of the services available and then show how every member of the community could use them – and support NHS Hounslow’s core community health message: “Making Hounslow Healthier’.

Using this message as a core creative proposition, the agency had already created an identity that reflected and embraced the community’s diversity for NHS Hounslow’s public health report and the development of brand guidelines. This was translated into the baseline identity for the polyclinic launch communications, thereby associating it closely with the trusted NHS Hounslow services.

The agency targeted everyday services and locations, reinforcing the idea that the polyclinic is as much part of the heart of Hounslow as places that have been there for years.

The launch advertising was deployed throughout the community:

  • on poster sites,
  • bus-sides,
  • telephone boxes
  • and other high-profile media.

Where possible the core benefits of the polyclinic’s opening hours were used to advantage in interesting advertising media. For example, the barrier gates on the London Underground used the messaging: ‘Opens 8.00am… Closes 8pm’.

“The end result was a clear and attractive package of information with which anyone in the local community could identify immediately,” says SERIOUS managing director Scott Williams

Billboards, street banners, even the automatic gates on tube ticket barriers were used to tell people about opening times, the polyclinic’s web address and phone number, and to get the message across that this was all about making Hounslow healthier as part of the community’s day-to-day business.

Have another idea or suggestion to share with HSJ readers? Send it to hsjresourcecentre@emap.com