Health Education England and Paragon DCX
A reduction in campaign development effort and cost by up to 33%
Background
The NHS deals with over 1 million patients every 36 hours. It’s therefore crucial for the NHS to maintain and drive employment. Heath Education England (HEE) is part of the NHS and works with partners to plan, recruit, educate, and train the health workforce. HEE exists for one reason and one reason only – to help improve the quality of life and health and care services for the people of England by ensuring the workforce of today and tomorrow has the right skills, values, and behaviours, in the right numbers, at the right time, and in the right place.
HEE’s goals are to deliver and reform education to produce the best possible future workforce, to transform the current workforce to meet tomorrow's health and care needs, and ensure the quality of their education and training system.
The challenge
HEE’s data management processes took the form of receiving data separately from a range of different sources, all of which were disparate and siloed. Reports were in the form of linear Excel spreadsheets. Marketing communications were delivered through SQL scripts and API connections to the ESP – with lengthy code that was difficult to put through a QA process in a timely manner.
Watch the full customer story
Watch our video which covers the full impact of Apteco marketing software on Health Education England, presented by Darren Aldrich at Health Education England and Josh Hind at Paragon DCX.
The Apteco Solution
With such a vital role in the healthcare system, Health Education England engaged DCX to help transform their management of data and improve their communications. HEE produces a range of email journeys and programmes covering a breadth of roles and courses for nurses, specialist roles like paramedic or physiotherapy, and even encouraging previous NHS staff to return after a career break. This means that a range of data sources need to be processed and analysed.
HEE now uses Apteco Orbit dashboards to understand and size a potential audience for marketing campaigns and also for quick access to performance reports from previous campaigns. Migrating campaign journeys to Apteco PeopleStage has saved the organisation a huge number of man-hours in developing each campaign journey. HEE has also incorporated all their course and career interest data into Apteco software. Combining all this information into a single customer view has allowed their marketing team to quickly analyse data and deliver campaigns based on sign-up preferences and areas of interest.
HEE also built a bespoke single customer view (SCV) to collate, store and maintain all marketing data, pulling together a range of sources using various data collection methods. This single customer view has allowed HEE to better understand their registered users and enable them to send targeted email communications to drive action. HEE has made use of a series of Apteco Orbit dashboards to display registration data in a way that is more visual, accessible, and easy to understand.
In Apteco PeopleStage, HEE were able to drastically reduce the amount of time needed to build a complete journey from end to end. The tool has provided the business with enormous flexibility when it comes to tweaking existing journeys, and this has greatly reduced the time – and cost – spent re-purposing or updating existing campaigns.
The team also individually separated out the more complex journeys with multiple rules and splits, allowing users to monitor the different routes as quickly as possible. This led to changes and improvements becoming easier to identify in a timely manner, and by reporting in this granular fashion any future campaign planning has been simplified.
Apteco software has led to many benefits for HEE. We’ve seen a decrease in turnaround times on complex user journeys, meaning savings to the taxpayer. Possibly the greatest benefit is access to real-time data allowing us to respond to stakeholder data requests immediately and think more strategically about future campaigns.
Darren Aldrich, Head of Communications, NHS Health Careers
Darren Aldrich, Head of Communications, NHS Health Careers
The impact on the business
DCX has worked with Health Education England to transform their use of data and radically improve their communications, to help them continue to recruit our next batch of healthcare heroes – all thanks to Apteco. As well as a new single customer view, HEE now has valuable dashboards to help them understand and size a potential audience for marketing campaigns and also for quick access to performance reports from previous campaigns. Migrating marketing campaign journeys to PeopleStage has saved HEE a huge number of man-hours in developing each campaign journey.
More efficient processes and speedy creation of reports to aid decision-making.
Reduction of database latency by 86% and reduction of report build times and cost by 90%.
Dramatic improvement in the amount of time needed to build a complete customer communications journey. Reduced campaign development effort and cost by up to 33%.
Successful delivery of highly targeted email communications and recruitment campaigns to drive action.
We’re incredibly proud to partner with HEE to sustain and drive employment in the NHS. Any new technology advances will have a tangible, real-life impact to every-day people. Thanks to Apteco, HEE has a greater visibility of their data, increased efficiencies, and they’ve enjoyed a reduction in costs.
Josh Hind, Account Director, Paragon DCX
Josh Hind, Account Director, Paragon DCX