From Data to Life-Saving Donations

Client: NHS Blood & Transplant

The NHS needs 4,300 blood donations daily, on average, to meet the needs of hospitals, but with other issues dominating headlines, donation can easily fall off the public radar. NHSBT uses paid media as a key lever to drive donation appointment bookings but as they carefully balance the demand for different blood types - appointment availability can be volatile.

We developed an agile data solution, transforming a previously manual process into a daily, data-led activation. We categorised locations into three distinct buckets based on appointment availability: high, medium, and low. Using daily data allowed us to be reactive to availability every day, dynamically tailoring media investment across seven key markets ensuring advertising was concentrated when and where there was the greatest availability at that time. By connecting Online Video and Digital Audio with NHS appointment data, ‘Next Best Action’ turned data into real-life donations - a first-of-its-kind Government innovation. The results were compelling: tested regions saw YouTube CPMs nearly halved (£3.26 vs £6.59) and CTR more than doubled (0.31% vs 0.13%). Most importantly, test centres saw a statistically significant 2% uplift in bookings compared to control centres.