Rising demand and patient confusion around access routes were increasing pressure on GP appointments.

Before launching campaign activity, we spoke with practices directly.
The insight was clear: patients were defaulting to GPs when other clinicians
or self-care routes would often be more appropriate in a practice.

North 53 developed and delivered a rolling programme of 20 targeted
health campaigns in 10 languages across multiple channels and media designed to shift patient behaviour, not just raise awareness, and included internal staff communications to bring practice staff into campaigns.

Through clear, credible storytelling and consistent practice toolkits, the campaigns helped patients better understand who to see, when and why.

IMPACT

• Improved awareness of non-GP clinical services

• Stronger, consistent messaging across 75 practices

• Regional media coverage amplifying key campaigns

• Better-directed demand and reduced unnecessary GP pressure

Strategic storytelling didn’t just inform - it helped reshape how services were accessed and provided patients with clear signposting by health condition.