The Marketing Strategy 2014 - 2017 supports PHE’s mission to protect and improve the country’s health. The strategy sets out our three-year strategic framework and planned calendar of activity for the next 18 months. Over the next 3 years we have an ambitious programme of evidence-based marketing campaigns which will help cut deaths and improve health outcomes. We have already made progress with campaigns like Change4Life, Be Clear on Cancer and Stoptober and we want to build on this success by delivering cost-effective marketing programmes that make a measureable difference to people’s health throughout their lives.
The strategy is organised around five principles that describe how we will work and three broad life-stages that describe what we will deliver.
We are locally driven
Local government is the engine of public health. Our key client is local government and our role is to support them to deliver their local public health objectives. We will introduce a range of new mechanisms that support local government to plan and deliver their marketing programmes.
We prototype, learn and refine
As a scientific organisation, we will be guided by the best available evidence, evaluate all our activities with rigour and transparency, and always prototype our work before committing to national delivery.
We will create more innovative content
Over the course of this strategy we will deliver more agile, more interactive, more frequent, lower-cost content using a broader range of methodologies and partners that drive change for more specific target audiences.
We will provide ‘on-demand’ digital public health
In addition to capitalising on the communications revolution to create richer and more agile marketing programmes we are investing in ‘on-demand’ digital public health. Over the course of the strategy PHE will become a world leader in digital public health.
We only ever work in partnership
We will never deliver a campaign unless it is part of and actively supported by a broader range of partners. There are thousands of people and organisations with experience, local knowledge, expertise, channels, and capacity that we do not have. By working together with more and more of those individual and organisational partners who have an interest in improving health we will ensure broader engagement, higher cut-through, better value for money and better results.