Norfolk and Waveney ICB

A system-wide Social Media Managed Service across Norfolk and Waveney ICB helped GP practices professionally engage patients online – driving NHS App registrations and building a powerful digital communications network. 

System-wide results at a glance

8

growth in NHS App registrations across the region in 6 months

63

GP practices supported via coordinated social media management

344,349

patients actively engaged with content online

26

increase in average monthly appointment bookings via the NHS App

Awareness

raised through coordinated campaigns, patient stories, and clear how-to content on App features 

33

rise in appointment cancellations—showing better patient self-management

Explore the Full Case Study in Comic Format

We’ve translated Norfolk and Waveney’s digital transformation into a visual story—capturing how consistent patient messaging can lead to measurable digital behaviour change at scale. 

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The 8-step approach behind the transformation

1

Identified the Opportunity

The ICB commissioned Redmoor Health to deliver a professional social media service for 63 practices
2

Centralised the Channels

All social media was managed through a coordinated regional strategy
3

Engaged Patients Digitally

Campaigns showcased how to use the NHS App through accessible, relatable content
4

Showcased Practical Benefits

Posts explained booking, prescriptions, and record access—backed by patient testimonials
5

Empowered Practice Presence

Practices maintained a professional, consistent digital voice without the burden of content creation
6

Amplified Reach

Campaigns achieved 7.6M page impressions and reached over 5.6M users
7

Used Data to Drive Improvement

Analytics dashboards helped the ICB monitor impact and tailor future efforts
8

Built Long-Term Capability

The model laid the foundations for future digital campaigns across the ICS

Interested in Taking a Similar Approach? We support ICBs, systems and PCNs to design and deliver practical digital transformation programmes that work.