NHS Blood and Transplant (NHSBT) (www.blood.co.uk) are responsible for maintaining blood stocks across all blood groups, especially those in greatest demand throughout the UK. To maintain levels, NHSBT must attract 200,000 new donors each year to replace those who are no longer able to donate.
Traditionally, NHSBT have used many channels of communication to engage with their wide and diverse donor base. This approach is both expensive and operationally, complicated to coordinate, in such a large organisation. NHSBT see “mobile” as crucial and are focussed on a strategy to deliver all message content and administrator donor activity via purely “digital channels” accessible on smart devices
Automated, real-time communication via SMS, as part of a donor’s induvial journey between, on the lead up to and post appointments is widely used with between 20,000 and 60,000 text messages deployed daily.
In 2015, NHSBT launched the mobile native NHS Blood app, available on both Android and Apple iOS platforms. App functionality includes the booking and rescheduling of appointments, making the process of donating blood, easy and convenient. In addition, the app’s visual presence on a donor’s mobile device, acts as a constant visual reminder to the donor, reinforcing brand and service awareness
- Keep donors clearly informed of up and coming appointments with the information required to minimise the risk of “missed appointments”
- Add additional mobile device orientated channels, to drive donations and compliment operational SMS
- Create a permanent visual reminder of the Blood Service on mobile devices, and attract younger donors who are already familiar with engagement via native mobile apps
- Consider the future, with mobile a strategic focus, and grow the communications channels
- Deliver mission critical operational information via SMS to maximise reach to a wide demographic. The solution must be integrated to the NHSBT platform, for triggered messages using legacy SOAP interfaces
- A high availability SMS API platform capable of handling large volumes of messaging, delivered in real-time
- An IP messaging service that can extend beyond app to website, and emerging channels when required
- A future messaging service that supports a mechanism to deliver HTML rich content to an app inbox to replicate established email communications
- A solution that registers a user account that can support multiple devices associated with a single user
- Provide the NHSBT in-house team with a simple UI to enable simple push notification broadcasts to the app
- An app messaging platform supporting segmentation, defined within the NHSBT donor database