B2B Social Media Case Study: Patient Safety First and Doctors.net.uk

Patient Safety First is an organisation set up to measurably improve patient safety within the NHS by prompting changes in clinical practice.

Doctors.Net

Doctors.net.uk is an incredibly successful online business network. It counts over 90% of all UK medical professionals as members and works on behalf of many leading pharma companies, the private sector (Virgin, Apple, RiM), charities and the public sector. The network is benefiting from rapidly increasing adoption of digital channels by both the industry and their target audience, to the extent that the Prime Minister and the Secretary of State for Health have used it exclusively to talk to doctors about the controversial NHS reforms.

Social Media Objectives
The sponsors of Patient Safety First required Doctors.net.uk, the UK’s largest and most active network of doctors, to develop a digital educational programme via their online professional network that was
designed to encourage the implementation of safer practices and to reduce harm in the secondary care setting.

Their objectives were to drive awareness and understanding of PSF and its key messages and initiatives, by targeting relevant clinicians. They also sought to generate two-way online engagement with PSF content and resources, and increase the uptake of specific interventions.

The Strategy

Doctors.net.uk developed a practical learning-based campaign that encouraged the audience to reflect and make rapid changes to practice by implementing interventions showcased. The seven month digital programme incorporated a variety of elements, including dedicated content pages for the PSF campaign, within Doctors.net.uk, and a targeted engagement programme for four specific interventions. Tools included downloadable PDF resources, clinical guidelines, intervention resources, case studies,
hospital showcases, video content, an online forum, blog, and news and events resources.

Impact assessment research which measured the behavioural impact on clinical practice was conducted, with monthly reporting enabling content to be refreshed, sustaining levels of engagement and repeat visits.

Results

Doctors.net.uk campaign impact assessment showed that 31% of campaign visitors implemented a clinical intervention as a direct result, and 74% actively assessed their own clinical practice. On average, 46,000 doctors were exposed to the PSF’s promotional messages each month. In total 19,155 unique doctors interacted with content 39,344 times and 1,950 unique nurses interacted 3,400 times.

Precise targeting also enabled the tracking of doctor and nurse seniority – a variable that was key to influencing up and downstream advocacy. Data collection revealed 29% of doctors engaged with the campaign were consultants and 74% of the nurse audience were of senior grades. Overall,
73% discussed the content with clinical colleagues, highlighting the prominent role that advocacy played in spreading the campaign messages.

The online campaign for Patient Safety First was ‘highly commended’ at the PM Society Digital Media Awards in 2010, winning praise from doctors and nurses alike. Murray Anderson Wallace, Head of Field Strategy and Communications for Patient Safety First, said: ”Doctors and nurses are typically difficult to engage, but in targeting and tailoring by seniority and specialty, we have developed a campaign that has delivered rapid and accurate results, creating a lasting positive impact for patient safety across the country.”

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