Case study: NHS campaign
- NHS campaign about GP services
An NHS trust approached MBM with a key challenge:
Public understanding of modern general practice roles was limited — most people still assumed they needed to see a doctor for every health concern. GP surgeries, however, now include a wide range of healthcare professionals with specialist expertise.
To raise awareness and improve patient access, the GP Team needed a clear, engaging campaign that explained these roles and encouraged people to use the most appropriate healthcare support.
We partnered with them to deliver an integrated awareness campaign — from content creation and storytelling to digital delivery and video promotion.
- Objectives
Increase public awareness of the range of experts available within GP surgeries
Educate patients on how different roles can support specific health needs
Reduce unnecessary GP appointments and improve patient access to care
Create engaging, shareable video content to boost reach and engagement
Strengthen trust and understanding between patients and primary care teams
- Our approach
We developed a storytelling-led campaign built around the idea: “It’s not always the doctor you need to see.”
Our content team worked closely with NHS communications leads to bring authentic voices to the campaign.
We produced a short explainer video and a suite of digital assets highlighting the diverse roles supporting patients, including:
Mental Health Practitioners – supporting emotional wellbeing and prescribing treatments when appropriate.
Clinical Pharmacists – reviewing and optimising medicines.
Physiotherapists – providing pain relief and mobility support.
Social Prescribers – connecting patients with community and lifestyle support.
Care Coordinators – helping with treatment plans and family care arrangements.
The video and social media rollout combined clear messaging, human stories, and visual consistency to drive engagement across GP practice networks and local communities.
- Client testimonial
“Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur.”
Philippa
Faversham Creek Trust