Public Sector Language Campaign
The Client
A major Primary Care Trust based in the South of England, covering one of the UK’s most densely populated urban conurbations.
The Objective
In partnership with their regular marketing agency, the PCT devised an innovative new approach to help patients living with diabetes manage their condition on a day to day basis. Part of this campaign involved a pioneering approach of contacting patients at home by phone to offer an educational self-management course of their choice. Calling also needed to be undertaken in both English and Sylheti Bengali to reflect the diverse ethnic mix of the target audience.
The Approach
With no experience of running a complex telemarketing campaign, the PCT’s regular marketing agency outsourced this segment of the work. Meridian was engaged at short notice to undertake and devise a complex patient contact strategy contacting 11,140 patients and offering a range of courses spread over three months and 41 locations. Additionally, calling had to be undertaken in a sensitive manner taking into account many individual circumstances. Meridian supplied a team capable of fulfilling all language requirements capable of completing the booking task, and worked with all stakeholders to ensure systems and process evolved as the nature of the campaign progressed.
The Result
All deliverable targets were exceeded, with over 7,000 appointments being booked via telemarketing, direct marketing, and follow up calling campaigns. Regular feedback was provided to the client allowing transparency of the overall bookings progress. Additionally, regular meetings dealt with constant challenging operational issues, ensuring that all stakeholders were kept informed of progress to ensure ultimate delivery of a successful project.