Keeping Scotland’s workers fighting fit with Healthy Working Lives

Our customer profiling helped Healthy Working Lives deliver a campaign with response rates over 10 times the industry average.

Healthy Working Lives (HWL), part of NHS Health Scotland, supports businesses across Scotland in ensuring employees are given the opportunity to work in ways that sustain and improve their health and well-being.

We supported HWL on a number of multi-channel B2B direct marketing campaigns to raise awareness of the importance of employee health and well-being and to capture data on SMEs across Scotland. We started with a customer profiling project to define its target audience. Using this profile, Union Data purchased targeted prospect lists and Union Direct developed the creative strategy and managed the campaign delivery. Together we delivered response rates of over 20%. In subsequent campaigns, we further refined the target audience using response profiling and predictive modelling to ensure that HWL targets only those target businesses most likely to respond.

Together we delivered response rates of over 20%.