MPP Global Power Mobile Marketing For Cumbria And Lancashire Public Health Network

Posted by MPP Global on Tuesday, 21 April 2009

Cumbria and Lancashire Public Health Network, which works across six NHS Primary Care Trusts, has partnered with MPP Global to launch a series of interactive mobile social marketing campaigns to promote, communicate and educate across a range of health issues to members of the public in the region.

The first of two services to launch encourages smokers to send a text message to a mobile shortcode which is then forwarded to a local stop smoking centre. Specialist NHS stop smoking advisers are primed to “call-back” the enquirer, providing advice, support and further information on how to give up smoking. Details of the various treatments available, which can make withdrawal from nicotine more comfortable, are also provided. MPP Global’s product txt2, which leverages today’s most prolific communication medium, provides Cumbria and Lancashire Public Health Network with a 24/7 SMS response channel. The text call-to-action can be completed anytime, anywhere: sitting on a bus, train or wherever a member of the public sees NHS marketing collateral.

The second campaign uses txt2 raise awareness of sexually transmitted infections. Members of the public between the ages of 16 – 24 can discreetly send a text message to a mobile shortcode to receive a free home testing kit. Due to the sensitive nature of the campaign the text call-to-action is ideally suited, as the service provides an easy alternative to visiting a clinic and erases any reservations a person may have about seeing their doctor. As the target demographic are high users of text messaging the service is well-positioned to encourage a high take-up of home testing.

txt2 also provides Cumbria and Lancashire Public Health Network with access to a database which provides reporting and tracking as to the success of the campaign and even send out optional follow-up marketing messages in the future.

Louise Charnock, Communications Manager at Cumbria and Lancashire Public Health Network, said: “With MPP Global’s mobile marketing solution we have found a great method of getting in direct contact with members of the public off the back of our social marketing campaigns. The service is very easy to use and enables anyone to contact us for more information or to request a specific test kit.. We’re looking forward to seeing what the response levels are like and so that we can consider using mobile marketing for other social awareness campaigns in the future.”

Paul Johnson, Business Development Director at MPP Global, said: “We are delighted to be working with Cumbria & Lancashire Public Health Network and feel that enabling members of the public to interact with their local health centres anytime, anywhere, 24/7 is a powerful and cost effective proposition.”

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