Thomson Screening Case Study
Thomson Screening is the leading supplier of software for health needs assessments, immunisations, health screening and associated data management. The company was formed in 2011 by a spin-out from City, University of London. It had been created to commercialise the work of Professor David Thomson, of the University’s Department of Optometry.
Today, the company’s products address healthcare, education and workplace needs around the world. This includes diverse customers including the NHS in the UK, non-profit organisations in the USA and NGOs in developing countries.
Thomson Screening develops and distributes the SchoolScreener range of software products, WorkScreener software and the C-19 Business Toolkit.
Thomson Screening approached Coyne Sales and Marketing in June 2018. They were looking for digital marketing support for their primary UK market and emerging, but different, international markets. They were interested in direct, online sales of a basic version of their SchoolScreener software as well as the structure and content of their international website.
Over time, the brief has expanded to include offline activities, such as advertising in trade press, events, photography and graphic design.
The agency has delivered the following websites to Thomson Screening:
- SchoolScreener (UK), designed with NHS school nursing service providers in mind.
- SchoolScreener (International), for overseas markets with translations into several languages. (You’ll need a VPN to access the site from the UK, there’s an automatic redirect to the UK site).
- WorkScreener for occupational health professionals and business clients in the UK and USA.
- Thomson Screening, the corporate site.
Graphic Design, Image and Photography
We’ve created the logos for Thomson Screening, WorkScreener and the C-19 Business Toolkit.
Also, graphic design for all leaflets, poster, banners and advertising since June 2018.
2 types of photography have been commissioned, software in use on children in a primary school setting (Dunmow Primary School) and pack, equipment and product photography. Images have been used in all aspects of digital and offline marketing.
CRM, Data Management and Email Marketing
The Zoho One suite of products for CRM, email marketing and social media management is used by Thomson Screening. Coyne.Marketing create automate and measure monthly email campaigns, including managing a series of webinars since 2019.
The CRM database was redesigned in 2019 to allow better visibility and use of the data. All of the client users of the CRM were re-trained by Coyne.Marketing.
Other data management includes measuring website activity via Google Analytics and Google Tag Manager, with automated monthly reports to the directors.
Advertising, Online and Offline
A series of online and offline trade ads have been developed for the SchoolScreener brand. They have been deployed in publications such as the British Journal of Child Health and also via a sponsorship package negotiated with SAPHNA, the School and Public Health Nurses Association.
Prior to the pandemic and social distancing, events were a major form of promotion for the SchoolScreener and WorkScreener brands. Banners, stand designs and leaflets were designed and printed, regularly. Participation was organised for the client. Data gathered from visitors and added to the CRM, mailing lists, webinar invites, etc.
In the shadow of COVID-19, live events disappeared, so we increased the online events. A webinar programme had already been started in 2019 and was ramped up throughout the lockdown and beyond, with considerable success, including new business gains.
Social Media, Promotion, Content Management, SEO & SEM
With no history of social media presence and no blogs, we started with a clean slate. Social media accounts were opened for the SchoolScreener and Thomson brands. Key staff were trained in how to use social media for business. Initial posts and activity delivered, then handed over to the client to manage in-house.
Blogs have been written, edited and managed for all websites