Walton Centre NHS Foundation Trust 

The challenge

The Walton Centre is an NHS Foundation Trust that delivers neurology, neurosurgery, spinal, pain management and rehabilitation services to patients at their specialist hospital in Liverpool. 

Their Communications and Marketing Team wanted to take a more strategic approach to engaging patients and their families on social media, but did not have the budget to invest in a costly strategy. They challenged us to find a creative way to help them develop their social media content without making any major investments. 

Our approach

We delivered an interactive workshop that provided hands-on training for the team, designed to help them focus on creating content that drives engagement. We used data from The Walton Centre’s social media channels so the team could workshop how to plan, develop and evaluate content based on real insight.

We conducted an analysis on two of The Walton Centre’s social media platforms and identified where, when and why their users engaged with them. We also explored content opportunities by reviewing past performance and conducting competitor analysis and social listening.  

We developed a framework that would help the team to plan, develop and measure their content. We also provided a set of suggested content principles and strategic content themes, introducing creative exercises that helped them to generate new ideas that would align with their new strategic approach. 

The workshop introduced this framework while also giving the team hands-on experience of developing social media content and campaign strategies. We followed up by providing a workbook that the team could use to help them when planning any future social media content. 

The results

The team has seen increased engagement and reach since putting the learnings into practice, with their Facebook following growing by 17% and their Instagram by 28% over the first year.