# Campaign brief — Healthcare

The campaign brief with four fields a clinic, provider or health product needs: which service line this is for, who it speaks to, exactly which claims it intends to make, and the reference of the clinical review that cleared them.

Everything else is the general brief, unchanged. One outcome, one metric, one message, one approver by name, and a definition of done with a date in it.

## How to use it

1. Copy this file, or the CSV version if you would rather work in a sheet.
2. Write the business outcome before anything else, and write it without a marketing metric in it.
3. Read the baseline off your own account over a window you name, then set the target from it.
4. Write one message, not three, and check that a person could repeat it without the ad in front of them.
5. Name the approver by name, and the definition of done with a date in it.
6. Leave Baseline and Target blank until they are read rather than guessed.
7. Close the brief on its end date by writing the result against the baseline, whatever the result is.

## The columns

**Brief name** (Text). What this brief is called and the service it is for, in the words the practice uses on its own booking system rather than in marketing language.

**Business outcome** (Text). What the practice gets if this works: the service's available appointments filled, a new clinician's book built, referrals from a corridor that has not sent any.

**Primary metric** (Text). The one number this brief is judged on, which should be a cost per attended appointment wherever the practice management system records attendance.

**Baseline** (Number). What that number is today for this service, read from the practice system over a named window. Blank until it has been read; attendance rates vary by service more than any figure can capture.

**Target** (Number). What the metric has to reach for this to have worked, set after the baseline and with the service's own enquiry-to-attendance rate in view.

**Audience** (Text). Who this is for, written inside the targeting the platform actually permits: a catchment, a life stage, an audience type. Nothing that infers a condition, in the audience or in the words.

**Offer** (Text). What is actually being offered: an assessment without a referral, a first appointment within a stated time, a clinic on a particular day. Process, not outcome.

**Message** (Text). The one thing the reader has to believe, and it should be a checkable statement about the process rather than a promise about how they will feel afterwards.

**Proof** (Text). What makes it credible: the steps of a first appointment shown in order, the wait stated and true, the practitioner explaining in plain language.

**Landing page** (URL). The exact destination, which is the page for this service with its current waiting time, rather than a general contact form that offers every service at once.

**Channels** (Text). Where this runs, and what each is there to do. A referrer campaign belongs in its own brief, because it speaks to a different reader and is judged on referrals received.

**Flight start** (Date (YYYY-MM-DD)). The first day this may spend, which is never earlier than the day the clinical review cleared the claims and never earlier than the book has room.

**Flight end** (Date (YYYY-MM-DD)). The last day, inclusive, and short enough that availability will not have changed beyond recognition by the end of it.

**Budget (minor units)** (Integer). The whole budget for this brief, in the smallest unit of its currency, as a whole number, so the practice's briefs add to what it agreed to spend on marketing.

**Currency** (ISO 4217 code). The ISO 4217 code the ad accounts bill in. A practice usually runs one; a second normally belongs to a separate entity and a separate brief.

**Guardrails** (Text). What this brief may not do whatever the results say: outcome claims, identifiable patients, spend added while the book is full, any targeting that infers a condition.

**Approver** (Text). The person who can say yes to this, by name, and separately the clinician whose review this brief's claims carry.

**Definition of done** (Text). What has to be true for this to be closed: a date far enough out that the appointments have happened, the number against the baseline, and the person who writes it up.

**Service line** (Text). The service or product this brief is for: a clinic service, a device, a programme, a health software product. It sets the claims, the audience and the result together.

**Audience type** (Text). Who this speaks to: a patient, a carer, a referring practitioner, an employer. Four different readers with four different questions, and only some of them reachable by targeting.

**Claims made** (Text). Every claim the campaign intends to make, listed plainly: an outcome, a timeframe, a comparison, a credential. The list is what the clinical review reads, so vagueness here becomes rework.

**Clinical review reference** (Text). The identifier of the review that cleared those claims, with the date and who gave it. A brief with no reference is a brief that cannot start.

## The campaign brief

| Brief name | Business outcome | Primary metric | Baseline | Target | Audience | Offer | Message | Proof | Landing page | Channels | Flight start | Flight end | Budget (minor units) | Currency | Guardrails | Approver | Definition of done | Service line | Audience type | Claims made | Clinical review reference |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
|   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |
|   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |
|   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |
|   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |

## Before you commit it

- The service line and the audience type are each one thing.
- Every claim the campaign will make is listed, in plain words.
- A clinical review reference with a date and a reviewer covers that exact list.
- The audience is written inside the targeting the platform actually permits.
- Capacity is recorded, with the date it was read.
- Baseline and target are both read from your own system, or both blank.
- The definition of done has a date and a named writer in it.