Lateral Flow Test Pharmacy
Social Media Management
m
Impressions generated across the Midlands
m
Individuals reached through targeted ads
+
Website visitors driven to booking and information pages
Executive Summary
Client Overview
The client is a UK-based service provider working in partnership with NHS commissioners and community pharmacies to deliver public health services across the country. Their remit includes developing and managing large-scale healthcare initiatives to improve community access and engagement.
During the Government’s Covid-19 lateral flow testing rollout, they needed to reach residents across the Midlands rapidly, ensuring the public knew where to access tests and how to report results.
Main Challenge
The campaign faced a dual challenge: communicating sensitive Covid-19 testing information while maintaining full compliance with both Government public health messaging and Facebook’s strict advertising policies. The urgency of the rollout demanded quick execution, large-scale reach, and precision in audience targeting to drive both online bookings and in-pharmacy visits.
Services Provided
Fly High Media delivered a comprehensive social media strategy focused on large-scale awareness and engagement. This included campaign setup, creative development, and performance monitoring across multiple ad types to meet both public information and conversion objectives.
Key Results
The campaign delivered exceptional outcomes within a fast-moving and highly regulated environment: 1,084,615 individuals reached across the Midlands, 2,174,825 impressions generated (strengthening visibility and awareness) and 5,779 unique visitors driven to the website, supporting both online bookings and test location discovery.
About the Client
As a key partner to NHS commissioners and regional pharmacy networks, the client plays a vital role in coordinating community-based healthcare services across the UK. Their work ensures essential health campaigns, such as lateral flow testing, reach local communities efficiently and compliantly.They partnered with Fly High Media to develop a social media campaign that would communicate key messages clearly, build public awareness at scale, and comply with all health and advertising regulations.
Objectives.
The primary objectives were to boost public awareness of lateral flow test availability across the Midlands, increase both online bookings and pharmacy footfall, and promote correct test result reporting to support the national public health response.
Challenges.
The campaign required absolute compliance with fast-changing Government guidance and Facebook Advertising policies. Messaging needed to strike a balance between urgency and reassurance while avoiding any claims or language that could breach platform regulations. At the same time, the campaign had to achieve rapid awareness growth across diverse audiences and demographics.
Strategy.
Our social media strategy was designed for speed, compliance, and reach.
Awareness and Engagement
We launched a series of brand awareness campaigns focused on residents across the Midlands, using geographic and interest-based targeting to ensure maximum visibility among key communities. Each ad highlighted the availability of local lateral flow testing services and directed users to booking pages and location information.
Creative Development
Ad copy and visuals were crafted to be clear, factual, and compliant with public health messaging. The creative focused on accessibility, safety, and the importance of test result reporting. A/B testing helped refine both imagery and copy to increase engagement without compromising compliance.
Campaign Management and Optimisation
We ran multiple campaign types including traffic, reach, and engagement to identify which drove the highest results. Budgets and targeting were refined in real time to maximise impressions and reach within the allocated timeframe.
Policy and Compliance Oversight
Given the sensitivity of Covid-related content, all materials were reviewed against both Government guidance and platform-specific ad policies before launch. Regular monitoring ensured continued compliance as guidance evolved.
Our Solution.
Fly High Media combined responsive campaign management with creative precision. Every stage, from ad concept to live optimisation, was handled with compliance and speed in mind. By continuously refining performance and maintaining policy alignment, we delivered large-scale awareness while safeguarding campaign integrity.
- Clear brand differentiation for each company
- SEO-focused site structure
- Interactive design to reflect brand values
- Product filtering system for easier navigation
- Integration of technical data and datasheets
- Clear calls to action to drive enquiries
The result.
The campaign achieved 2.17 million impressions, reaching over 1 million individuals and driving 5,779 unique visits to the client’s website. These outcomes reflected both the strength of the targeting strategy and the clarity of the creative approach, ensuring vital information reached the right people during a critical phase of the national Covid-19 response.
2.17m
impressions from around the Midlands
1.08m
organic reach
5,779
unique website visits
Conclusion.
Through a focused, compliant, and adaptive social media strategy, Fly High Media successfully supported the NHS-backed lateral flow testing rollout across the Midlands. The campaign demonstrated how timely creative execution and strategic targeting can deliver public health impact at scale, even under strict advertising and policy constraints.
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