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Managing digital communications for NHSX

NHSX is a relatively new organisation established in 2019 to deliver the Tech vision as part of the NHS Long Term Plan. The structure of NHSX has been evolving and growing over the past year and therefore their communications team has also been growing alongside this. SCW were asked to support NHSX with their digital communications - a role yet to be established - whilst recruitment for a permanent position took place.

In order to support both existing staff at NHSX and also the new digital communications role (yet to be appointed), our approach was to establish a number of key processes to support a consistent, branded look and feel to social media, web and intranet communications.

This included the development of a social media plan/calendar for all team members to feed into, with the ability to schedule and forward plan topics of focus in partnership with project leads. This activity was supported by the creation of NHSX branded Twitter/LinkedIn graphics cards with appropriate use of colours, images, fonts, accessibility etc.

A review of the NHSX website to assess accessibility needs and suggestions for improvements was also made. This was in addition to day-to-day content management and the development of new website sections using their CMS.

An ongoing digital communications analytics report was established to enable activity to be monitored and trends easily identified. A summary of this data is also reported on a weekly basis to NHS England .

The benefits of establishing processes, in addition to delivering the day-to-day social media and web outputs, has meant that NHSX was able to quickly establish a greater brand identity, engaging with and obtaining more followers on their social media platforms, and supporting more efficient working within the internal communications team. The new processes, along with a detailed handover report which contained further suggestions for development, have enabled the new post at NHSX to take our work forward, build on it and ensure that the NHSX brand and their digital communications remain consistent.

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