The Health Foundation improves engagement through audience insight

The Health Foundation wanted to better understand how audiences engaged with their website, email, and social media channels.

While strong communications activity already existed, the organisation needed deeper audience insight to improve engagement, tailor messaging, and build stronger long-term relationships.

The project combined workshops, qualitative and quantitative research, and tactical planning to better understand audiences and improve communications.

• Working closely with the Health Foundation communications team, we used empathy mapping, audience needs statements, and journey mapping to identify audience needs, gaps, and opportunities across their communications and marketing activity.
  

• We then combined Google Analytics and CRM analysis with audience interviews to build a clearer picture of user behaviour, experiences, and pain points. These insights informed a heuristic and content review of key digital journeys, helping us assess usability, content effectiveness, and opportunities for improvement across the Health Foundation’s channels.
  

• Using the findings, we created customer journey maps and identified key 'Moments of Truth' where the greatest opportunities existed to improve the user experience. We then worked with the team to prioritise recommendations and develop a practical roadmap for future communications activity.

The Health Foundation has not only gained valuable insights into their key audiences, but also has a robust roadmap of marketing and communications activity to implement and test.

Additionally, the Health Foundation team is now armed with additional knowledge, skills and tools to be able to adopt an audience-focused approach to their future activities.

The quantitative analysis of the Health Foundation’s Google Analytics setup uncovered opportunities to make positive improvements to tracking, leading to a further project and additional training to maximise the value the Health Foundation gets from their data.