Smoothly transitioning a critical service to the NHS

The full story

Planning and requirements

With a fixed and immovable deadline the scale of the project was not to be underestimated. We met with all the stakeholders involved at both G4S and the NHS to understand their needs.

A couple of key challenges emerged:

1. The need to communicate service information to both medical professionals – nurses, ward admins and doctors – and patients.
2. To encourage the use of a new booking system.

Marketing strategy

Our strategy was to use a website as a hub for service information for both audiences. The digital content would be supported by several pieces of print collateral – leaflets, posters, banners – to be printed and installed inside Hospitals and GP surgeries.

The website would also distribute the artwork for the leaflets and posters so individual sites could print professionally or in-house.

Brand identity

We created a standalone identity for the service to help users understand that a new provider was running the service. This was important as the service was not only for medical professionals, but also for patients.

As part of the brand guidelines we also produced other pieces of collateral including a patient feedback form and branded letterhead.

Booking system

To encourage use of the new booking system we created a dedicated section on the website for medical professionals. We built a bespoke Content Management System for the section, so G4S could manage the content and update service information.

During the project it became clear that medical professionals would need training on the new booking system. To compliment the on-site training provided by G4S we were asked to produce training videos to cover the core tasks. To write the scripts for the videos our director spent a week with G4S learning how to use the booking system.