DrDoctor’s innovative campaign by Fight or Flight addressing the Did Not Attend (DNA) issue in NHS Trusts won Gold in B2B Healthcare and Pharmace... at The Drum Awards. It highlighted the DNA Predictor AI tool, showcasing its potential to reduce DNAs by up to 30%, and introduced the World’s First AI Patient, DoNnA, to provide empathy-driven insights into patient engagement.’
Patient Engagement Platform, DrDoctor, plays an essential role in helping the NHS digitize its offering and improve the patient experience. The brand was launching a new suite of AI tools that could help NHS Trusts change the way they engage with patients – but the challenge was to stand out in an already cluttered market of AI solutions.
Everyone is talking about the NHS Waiting List – but hardly anyone is talking about an equally challenging problem that is making the waiting list even longer: Did Not Attends (DNAs). Every year, nearly 7 million people (the same number as currently on the wait list) fail to turn up to their hospital appointments, compounding the length of the wait list for an already stretched NHS.
Our campaign had to highlight this DNA issue, and demonstrate that DrDoctor’s AI technology is part of the solution. The company has an AI tool called the DNA Predictor which can identify the patients most likely to miss their appointments and put in place appropriate interventions and solutions, such as reminder texts and phone calls. The tool can result in up to 30% reductions in DNAs – that is potentially 2.1 million more appointments being attended every year.
Advertisement
One of the reasons the DNA problem is hard to solve is that it requires understanding the individual concerns of millions of patients – empathy at enormous scale. Our campaign had to show NHS Trusts the value of using AI to engage with patients more effectively.
The issue for NHS Trusts is they know very little about why patients fail to turn up for appointments – so they struggle to put in place the right solutions. We set about changing that by commissioning the most comprehensive study of DNAs ever conducted in the UK. We talked to 5,000 patients who had not attended a hospital appointment in the past three years – and dug deeper into the individual reasons why they missed their appointment.
The results were fascinating – yes, we saw transport, child care, and work commitments, top the bill – but we also got a true insight into the other, more individual things that can knock people off course – fear, costs, even ducks in the road.
We took all that data and did something no one has done before. We created the World’s First AI Patient. Meet DoNnA. An artificial way for hospital Trusts to understand a very human problem – why people DNA. Trusts could interrogate DoNnA about the DNA stats in their local area and understand through real patients’ words the very human issues surrounding DNAs.
We unveiled DoNnA at DrDoctor’s AI Suite launch. Tom Whicher, CEO, interviewed her live on stage – and gave attendees a unique opportunity to gain valuable insights into patient DNA issues. We turned the data into an interactive map sitting on the DrDoctor website that was broken down by each individual NHS Trust across England, Scotland, Wales and Northern Ireland. The map gave stakeholders an opportunity to unlock their own Trust data, providing insight into how they can adapt their patient engagement tactics.
Finally, we wanted to make the issue of DNAs visible to more people. After all, it impacts anyone trying to get an NHS appointment. So we took to the streets of London and we projected a live ticker showing real numbers of missed appointments and the cost to the NHS. Five locations in one night – and many more conversations started.
Ready to get your work recognized on a global stage? Enter The Drum Awards today. Need more inspiration? Read our Award Winning Case Studies.
Fight or Flight
Today, B2B brands battle for attention in the same crowded space as everything else. Fight or Flight is a creative communications agency that enables B2B brands...