The Liverpool Heart and Chest Hospital Charity was founded in 1995 and, since then, their support has played an important role in helping the Liverpool Heart and Chest Hospital (LHCH) become the outstanding institution it is today. Over the years, their unwavering support has contributed to LHCH’s reputation as a leading healthcare institution. As a registered charity, their mission extends beyond standard healthcare provision, focusing on enhancing patient care through funding for innovative equipment, improved facilities, groundbreaking research, and expanded resources. Despite their dedicated efforts, their small marketing team sought additional support to refine their focus and ensure their strategy fully aligned with their objectives.
Challenges
With a compact marketing team, the charity faced the challenge of developing a cohesive and impactful marketing approach that complemented their organisational aims. They recognised the need to better understand their audience to deliver tailored, meaningful messaging to different groups. Time and resource limitations added to the complexity, making it essential to devise a plan that would optimise their efforts while remaining cost-effective. Above all, they sought a sustainable strategy to drive growth in areas like donations and community engagement.
Our Approach
To support the charity, we began by conducting an in-depth review of their existing marketing activities, along with a thorough analysis of their audience demographics and goals. This collaborative effort helped identify opportunities to refine their approach and streamline their efforts.
We then developed detailed buyer personas to better understand their key supporters, donors, and volunteers. These personas served as a foundation for creating messaging that resonated with each audience segment. Armed with this clarity, we designed a comprehensive marketing strategy tailored to the charity’s specific needs, keeping their team size and available resources in mind.
Our healthcare marketing strategy prioritised strengthening their social media presence, particularly on platforms such as Facebook and Instagram, where their audience was most active. We also introduced an email marketing framework to engage existing donors and attract new supporters through personalised, segmented campaigns. To foster greater community involvement, we encouraged partnerships with local businesses, influencers, and media organisations. Additionally, we provided guidance on content creation, focusing on inspirational and educational stories that showcased the charity’s invaluable contributions to LHCH’s exceptional care.
To ensure seamless implementation, we supplied the marketing team with a step-by-step action plan. This included a content schedule, task breakdowns for weekly and monthly efforts, templates for social media and email campaigns, and clear metrics to measure success.
Results
The new strategy empowered the charity’s marketing team to work with greater confidence and efficiency. By leveraging the buyer personas, they crafted more targeted and engaging campaigns that connected with their audience. Their enhanced social media presence, coupled with stronger community partnerships, significantly boosted visibility. Most importantly, the charity saw an increase in donations and strengthened relationships with existing donors, ensuring their ability to sustain and expand their vital work.