{"id":40462,"date":"2018-10-31T13:46:33","date_gmt":"2018-10-31T17:46:33","guid":{"rendered":"https:\/\/granicus.com\/blog\/how-to-boost-the-take-up-of-winter-flu-jabs\/"},"modified":"2024-02-22T09:44:53","modified_gmt":"2024-02-22T14:44:53","slug":"how-to-boost-the-take-up-of-winter-flu-jabs","status":"publish","type":"blog_posts","link":"https:\/\/granicus.com\/uk\/blog\/how-to-boost-the-take-up-of-winter-flu-jabs\/","title":{"rendered":"How to boost the take-up of winter flu 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people getting their free flu jab.<\/span><\/p>\n<h3>The problem: Low audience reach and engagement<\/h3>\n<p><span style=\"font-weight: 400;\">Here\u2019s a scenario which you\u2019re probably familiar with\u2026 Winter is coming, and your organisation is struggling to engage the groups of people most susceptible to the flu.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You need to find them, capture their attention, convince them that the flu jab is going to give them a better chance of fighting illness this winter, and then drive them to book an appointment to get the jab.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As if reaching, engaging and influencing the right people to do something specific wasn\u2019t hard enough already; parallel to your efforts, largely unsubstantiated allegations about the health risks of the flu jab are being bandied around social media, once again. It\u2019s time to amplify <\/span><span style=\"font-weight: 400;\">your <\/span><span style=\"font-weight: 400;\">messages.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-20362\" src=\"https:\/\/uk.granicus.com\/wp-content\/uploads\/image\/jpeg\/image-1.jpg\" alt=\"flu jab facebook post\" width=\"400\" height=\"380\" \/><\/p>\n<h3>A solution: Use email to reach a large and diverse audience<\/h3>\n<p><span style=\"font-weight: 400;\">You may be raising an eyebrow right now but email holds huge potential for your mission to get more people vaccinated. It is one of the few cost effective ways to communicate with people across different demographics, situations, and interests, and remains the most common online activity with 82% of adults in the UK regularly using email (ONS). Email is also a dependable line of communication with older people, with 60% of households age 65 or over now using the internet at home.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-20363\" src=\"https:\/\/uk.granicus.com\/wp-content\/uploads\/image\/png\/internet-connectivity-ONS.png\" alt=\"internet connectivity ONS\" width=\"650\" height=\"457\" \/><\/p>\n<p><i><span style=\"font-weight: 400;\">Source: Office of National Statistics<\/span><\/i><\/p>\n<h3><strong>So how can email marketing increase the takeup of the flu jab?<\/strong><\/h3>\n<ul>\n<li>\n<h3>Reach the right people and automate mailing list management<\/h3>\n<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">With the right tool you could be increasing the number of people subscribed to receive a range of different email updates from you &#8211; including emails about where and when to get a flu jab.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With an email marketing platform, you won\u2019t have to worry about manually maintaining mailing lists. A good platform will manage subscriptions for you, allowing you to focus on your content and messaging strategy. <\/span><\/p>\n<p><em><strong>Give people choice about what they receive<\/strong><\/em><\/p>\n<p><span style=\"font-weight: 400;\">Giving people a choice about what they receive will increase the relevancy of your messages and audience engagement with them. For example, you may want to separate your email subscription options according to medical conditions \/ lifestyle choices \/ interests. Here are some suggestions:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u2611<\/span> <span style=\"font-weight: 400;\">Diabetes and staying healthy<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u2611<\/span> <span style=\"font-weight: 400;\">Pregnancy and staying healthy<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u2611<\/span> <span style=\"font-weight: 400;\">Healthy living tips for elderly people<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u2611<\/span> <span style=\"font-weight: 400;\">Help to stop smoking<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u2611<\/span> <span style=\"font-weight: 400;\">Staying well this winter<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u2611<\/span> <span style=\"font-weight: 400;\">Give your child a healthy start<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Or, simply offer up reminder services for those who need it. Here are some ideas:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u2611<\/span> <span style=\"font-weight: 400;\">Flu jab appointment reminder<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u2611<\/span> <span style=\"font-weight: 400;\">Free health checks for the over 40s<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u2611<\/span> <span style=\"font-weight: 400;\">Air-pollution alerts<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u2611<\/span> <span style=\"font-weight: 400;\">Smear test reminder<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here\u2019s an example of how Kirklees is using email to promote free health checks to nearly 7k people subscribed to their \u201chealthy living\u201d update:<\/span><\/p>\n<p><b>Subject line: <\/b><span style=\"font-weight: 400;\">Health checks | Student vaccines | Mental health survey<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-20364\" src=\"https:\/\/uk.granicus.com\/wp-content\/uploads\/image\/png\/kirklees-1.png\" alt=\"kirklees health\" width=\"312\" height=\"534\" \/><\/p>\n<p><b>2)\u00a0<\/b><span style=\"font-size: 1.25em;\">Use email automation, personalisation and audience segmentation<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Email automation, personalisation and audience segmentation can help your organisation achieve a near-on 1:1 interaction with subscribers. For example, use a GDPR-compliant email platform that enables you to personalise sends and segment mailing lists based on subscribers\u2019 location, age, pregnancy status, medical conditions, personal interests or other relevant characteristics.<\/span><\/p>\n<p><b><i>Connect your email marketing tool with your CRM<\/i><\/b><\/p>\n<p><span style=\"font-weight: 400;\">To segment your audience properly you\u2019ll need to ask specific questions at the point of someone subscribing or ensure that your email platform can easily integrate with your CRM (or another database). Note, <a href=\"https:\/\/uk.granicus.com\/solution\/govdelivery\/\">govDelivery<\/a> by Granicus enables you to do both with minimal tech skills &#8211; we\u2019ll help you too.<\/span><\/p>\n<p><b>3)\u00a0<\/b><span style=\"font-size: 1.25em;\">Deliver messages that drive awareness, understanding and action (i.e. people booking their flu jab)<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can\u2019t expect to achieve your objective with one email pinged into the ether from Outlook. Send bitesize, useful content to educate people. Tell them how and where they can get the flu jab, and continue to send reminders to people who haven\u2019t taken action yet.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Communications to prompt specific action requires a plan and visibility of audience engagement. You need to know who to retarget.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You\u2019ll need to deliver a series of carefully crafted messages at specific intervals. Set up your email campaign rules once (based on subscribers\u2019 characteristics or interactions with previous messages), and let the platform self-manage who receives what based on the criteria you\u2019ve set.<\/span><\/p>\n<h3>The tools you need for the job<\/h3>\n<p><span style=\"font-weight: 400;\">Outlook can\u2019t provide the insight you need to keep your emails relevant and useful to everyone you\u2019re communicating with.<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><a href=\"https:\/\/uk.granicus.com\/contact-us\/\">Get in touch with us today<\/a> to book a meeting and find out more about <a href=\"https:\/\/uk.granicus.com\/solution\/govdelivery\/\">govDelivery<\/a>.<\/span><\/p>\n","button":""}}]},"posts_slider_group":{"show_section":true,"posts_slider":[{"add_anchor":false,"anchor_name":"","background_color":"green","slider_subhead":"","slider_headline":"Discover More Blogs","slider_text":"","slider_type":"blog_posts","manual_resources":false,"slider_resource_tax":"recent","add_additional_filters":false,"department_filter":false,"market_filter":false,"outcome_filter":false,"product_filter":false,"region_filter":false,"solution_filter":false,"topic_filter":false,"slider_link":{"title":"View All Resources","url":"\/uk\/learning-center\/","target":""},"slider_link_icon":false}]},"centered_layout_builder_clone":{"flexible_page_builder_group":{"flexible_page_builder_fields":[{"acf_fc_layout":"wysiwyg","add_menu_anchor":false,"anchor_menu_text":"","wysiwyg_group":{"show_section":true,"alignment":"left","subhead":"","headline":"","wysiwyg":"<h3>Your objective: Increase the take-up of flu jabs<\/h3>\n<p><span style=\"font-weight: 400;\">It\u2019s that time of year when you (and many other NHS and local government communications teams) need to increase the number of eligible people getting their free flu jab.<\/span><\/p>\n<h3>The problem: Low audience reach and engagement<\/h3>\n<p><span style=\"font-weight: 400;\">Here\u2019s a scenario which you\u2019re probably familiar with\u2026 Winter is coming, and your organisation is struggling to engage the groups of people most susceptible to the flu.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You need to find them, capture their attention, convince them that the flu jab is going to give them a better chance of fighting illness this winter, and then drive them to book an appointment to get the jab.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As if reaching, engaging and influencing the right people to do something specific wasn\u2019t hard enough already; parallel to your efforts, largely unsubstantiated allegations about the health risks of the flu jab are being bandied around social media, once again. It\u2019s time to amplify <\/span><span style=\"font-weight: 400;\">your <\/span><span style=\"font-weight: 400;\">messages.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-20362\" src=\"https:\/\/uk.granicus.com\/wp-content\/uploads\/image\/jpeg\/image-1.jpg\" alt=\"flu jab facebook post\" width=\"400\" height=\"380\" \/><\/p>\n<h3>A solution: Use email to reach a large and diverse audience<\/h3>\n<p><span style=\"font-weight: 400;\">You may be raising an eyebrow right now but email holds huge potential for your mission to get more people vaccinated. It is one of the few cost effective ways to communicate with people across different demographics, situations, and interests, and remains the most common online activity with 82% of adults in the UK regularly using email (ONS). Email is also a dependable line of communication with older people, with 60% of households age 65 or over now using the internet at home.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-20363\" src=\"https:\/\/uk.granicus.com\/wp-content\/uploads\/image\/png\/internet-connectivity-ONS.png\" alt=\"internet connectivity ONS\" width=\"650\" height=\"457\" \/><\/p>\n<p><i><span style=\"font-weight: 400;\">Source: Office of National Statistics<\/span><\/i><\/p>\n<h3><strong>So how can email marketing increase the takeup of the flu jab?<\/strong><\/h3>\n<ul>\n<li>\n<h3>Reach the right people and automate mailing list management<\/h3>\n<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">With the right tool you could be increasing the number of people subscribed to receive a range of different email updates from you &#8211; including emails about where and when to get a flu jab.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With an email marketing platform, you won\u2019t have to worry about manually maintaining mailing lists. A good platform will manage subscriptions for you, allowing you to focus on your content and messaging strategy. <\/span><\/p>\n<p><em><strong>Give people choice about what they receive<\/strong><\/em><\/p>\n<p><span style=\"font-weight: 400;\">Giving people a choice about what they receive will increase the relevancy of your messages and audience engagement with them. For example, you may want to separate your email subscription options according to medical conditions \/ lifestyle choices \/ interests. Here are some suggestions:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u2611<\/span> <span style=\"font-weight: 400;\">Diabetes and staying healthy<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u2611<\/span> <span style=\"font-weight: 400;\">Pregnancy and staying healthy<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u2611<\/span> <span style=\"font-weight: 400;\">Healthy living tips for elderly people<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u2611<\/span> <span style=\"font-weight: 400;\">Help to stop smoking<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u2611<\/span> <span style=\"font-weight: 400;\">Staying well this winter<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u2611<\/span> <span style=\"font-weight: 400;\">Give your child a healthy start<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Or, simply offer up reminder services for those who need it. Here are some ideas:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u2611<\/span> <span style=\"font-weight: 400;\">Flu jab appointment reminder<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u2611<\/span> <span style=\"font-weight: 400;\">Free health checks for the over 40s<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u2611<\/span> <span style=\"font-weight: 400;\">Air-pollution alerts<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u2611<\/span> <span style=\"font-weight: 400;\">Smear test reminder<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here\u2019s an example of how Kirklees is using email to promote free health checks to nearly 7k people subscribed to their \u201chealthy living\u201d update:<\/span><\/p>\n<p><b>Subject line: <\/b><span style=\"font-weight: 400;\">Health checks | Student vaccines | Mental health survey<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-20364\" src=\"https:\/\/uk.granicus.com\/wp-content\/uploads\/image\/png\/kirklees-1.png\" alt=\"kirklees health\" width=\"312\" height=\"534\" \/><\/p>\n<p><b>2)\u00a0<\/b><span style=\"font-size: 1.25em;\">Use email automation, personalisation and audience segmentation<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Email automation, personalisation and audience segmentation can help your organisation achieve a near-on 1:1 interaction with subscribers. For example, use a GDPR-compliant email platform that enables you to personalise sends and segment mailing lists based on subscribers\u2019 location, age, pregnancy status, medical conditions, personal interests or other relevant characteristics.<\/span><\/p>\n<p><b><i>Connect your email marketing tool with your CRM<\/i><\/b><\/p>\n<p><span style=\"font-weight: 400;\">To segment your audience properly you\u2019ll need to ask specific questions at the point of someone subscribing or ensure that your email platform can easily integrate with your CRM (or another database). Note, <a href=\"https:\/\/uk.granicus.com\/solution\/govdelivery\/\">govDelivery<\/a> by Granicus enables you to do both with minimal tech skills &#8211; we\u2019ll help you too.<\/span><\/p>\n<p><b>3)\u00a0<\/b><span style=\"font-size: 1.25em;\">Deliver messages that drive awareness, understanding and action (i.e. people booking their flu jab)<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can\u2019t expect to achieve your objective with one email pinged into the ether from Outlook. Send bitesize, useful content to educate people. Tell them how and where they can get the flu jab, and continue to send reminders to people who haven\u2019t taken action yet.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Communications to prompt specific action requires a plan and visibility of audience engagement. You need to know who to retarget.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You\u2019ll need to deliver a series of carefully crafted messages at specific intervals. Set up your email campaign rules once (based on subscribers\u2019 characteristics or interactions with previous messages), and let the platform self-manage who receives what based on the criteria you\u2019ve set.<\/span><\/p>\n<h3>The tools you need for the job<\/h3>\n<p><span style=\"font-weight: 400;\">Outlook can\u2019t provide the insight you need to keep your emails relevant and useful to everyone you\u2019re communicating with.<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><a href=\"https:\/\/uk.granicus.com\/contact-us\/\">Get in touch with us today<\/a> to book a meeting and find out more about <a href=\"https:\/\/uk.granicus.com\/solution\/govdelivery\/\">govDelivery<\/a>.<\/span><\/p>\n","button":""}}]}},"post_slider_clone":{"posts_slider_group":{"show_section":true,"posts_slider":[{"add_anchor":false,"anchor_name":"","background_color":"green","slider_subhead":"","slider_headline":"Discover More Blogs","slider_text":"","slider_type":"blog_posts","manual_resources":false,"slider_resource_tax":"recent","add_additional_filters":false,"department_filter":false,"market_filter":false,"outcome_filter":false,"product_filter":false,"region_filter":false,"solution_filter":false,"topic_filter":false,"slider_link":{"title":"View All Resources","url":"\/uk\/learning-center\/","target":""},"slider_link_icon":false}]}},"call_to_action":{"hide_call_to_action":false,"color":"red","custom_cta":false,"custom_subhead":"","custom_headline":"","custom_description":"","custom_link":null,"custom_image":false}},"_links":{"self":[{"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/blog_posts\/40462","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/blog_posts"}],"about":[{"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/types\/blog_posts"}],"author":[{"embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/users\/11"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/media\/40463"}],"wp:attachment":[{"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/media?parent=40462"}],"wp:term":[{"taxonomy":"resource_tax_market","embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/resource_tax_market?post=40462"},{"taxonomy":"resource_tax_dept","embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/resource_tax_dept?post=40462"},{"taxonomy":"resource_tax_type","embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/resource_tax_type?post=40462"},{"taxonomy":"resource_tax_region","embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/resource_tax_region?post=40462"},{"taxonomy":"resource_tax_outcomes","embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/resource_tax_outcomes?post=40462"},{"taxonomy":"resource_tax_topic","embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/resource_tax_topic?post=40462"},{"taxonomy":"resource_tax_products","embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/resource_tax_products?post=40462"},{"taxonomy":"resource_tax_solutions","embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/resource_tax_solutions?post=40462"},{"taxonomy":"resource_tax_services","embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/resource_tax_services?post=40462"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}