MOHAP - Innovation in Social Media Marketing

Company: Ministry of Health and Prevention , Dubai, UAE
Company Description: MOHAP is one of the UAE Government ministries which is responsible for the implementation of health care policy in all areas of technical, material, and coordination with the Ministries of State, and cooperation with the private sector in health locally and internationally. The ministry is led by the minister, Abdul Rahman Mohammed Al Oweis for more info https://www.mohap.gov.ae/en/Pages/default.aspx
Nomination Category: Marketing Categories
Nomination Sub Category: Award for Innovation in Social Media Marketing

Nomination Title: Azim (Join the National Team of Nurses )

Background:

In 2018 ministry of health & prevention had started a huge marketing campaign under the name of “TIME TO CARE” which was aiming to attract national students to enroll in nursing profession, this campaign had good impact in the number of students enrolled in nursing profession, though this campaign was paid and planed for one year , MOHAP decided to continue this through ministry of health and prevention web site and social media accounts to ensure maximum intake of the students .

In May 2019 WHO announced the year of 2020 to declared as the year of nurses and midwives due to the global shortage of nurses, and this made MOHAP to focus even more on nursing profession through marketing and planning for the third quarter of 2019 and 2020

The Objective :
-To attract high school national students to enroll in nursing program
--To focus on the important role the nurses play in health care system
To attain the maximum support from key leaders in the country .

The Media Plan:
The media plan for that was initially approved had these main stream:
Stakeholders
-Collaboration with “mainly ministry of Education “: through activities that they conduct for career advising such as the international educational exhibition , and career advising work shop
-Collaboration with youth center through simple courses related to nursing profession such as first aid courses and using nursing tools such as thermometer BP apparatus the use of glucometer etc …..

Social media
-Develop posts to involve the community by knowing their feedback about nursing profession and how they perceive nurses
-Utilizing previously developed videos by reposting.
-Announcing the year of 2020 as the international year of nursing & midwives

Real stories
Produce videos high lighting the real role of nurses and nursing students

The Commission:

Due to the pandemic” Covid 19 “ announcement , phase one was shorten to 2 months and started to working on phase 2 in parallel , and due to the huge demand on nurses and the extreme shortage ,we had to add more activities in this phase such as developing awareness videos about the precautions through nurses , focusing on the hero’s from the fields telling their stories and how they were struggling to fulfil the duty call and their family obligations …

We were very fortunate that one of these videos was retweeted by HH Sheikh Mohammed bin Rashid Al Maktoum he praised the work of the front line defender specially the nurses, and this impacted our campaign in a very positive way this post only had 313k views , 2517 retweets 117 quote and 9214 likes .

Also we had developed other videos which were focusing on nursing student , and the role they are playing during the pandemic as volunteer , this post was retweeted by several news accounts , which also resulted in having 80 student nurses working as volunteers during the pandemic .

Tthe main impact of this campaign was the dramatic increase in the number of interested students in nursing profession as we had around 1000 student either applied or showed interest

HH retweet :https://twitter.com/hhshkmohd/status/1254792723783200769

WHO announcement : https://www.nursingtimes.net/news/policies-and-guidance/who-confirms-2020-as-international-year-of-nurse-and-midwife-24-05-2019/