With more sophisticated tools to combat unwanted communications e-mail penetration and acceptance is reducing.

NHS England

The NHS is one of the UK’s greatest national assets helping millions of citizens every day.  

As a large national institution it is constantly under pressure to provide an excellent quality of service.

It has to ensure that it is providing its services as efficiently and as cost effectively as possible.

Case Study :  NHS England

NATIONAL BOWEL CANCER SCREENING – HELPING THE OVER 60S BY REACHING THEM BY PST RATHER THAN E-MAIL.

THE TECHNICAL +,BUSINESS CHALLENGE

E-mail marketing has its limitations so organisations are looking for other methodologies to reach their clients and one case study in the NHS is a prime example of the benefits of letter mail over e-mail.

THE CHALLENGE

Early detection of bowel cancer saves lives. The North East Bowel Cancer Screening Programme Hub is one of 5 hubs in England that is tasked with getting over 60s to participate in screening.

THE SOLUTION 

Email penetration and acceptance is particularly low amongst the over 60s is low. The NHS investigated Royal Mail Business Mail and liked the fact that it is a channel with 3 distincct benefits over e-mail.

  • It has a physical presence
  • A letter is something that remains in the home
  • It acts as a prompt to participate.

The NHS therefore created a full rolling programme where every element – from invitation to follow-up test, to results, to reminders – is sent through the mail.

THE RESULTS

The programme has enabled the North East Bowel Cancer Screening Programme to consistently hit their target of a 52% uptake in screenings.

Postal and Data Systems support companies and organisations like the NHS to get the most from their business and direct mail.

Whether your company prefers to process your campaign in house, externally or in a hybrid format Postal and Data Systems can help – give us a call or drop us an e-mail.

Additionally if your organisation needs advice on how to design and structure a mailing, how to mail-merge, fulfil , track and cleanse your database contact a Postal and Data systems design and data specialist to provide FOC assistance.

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