The U.K. government is pulling in tech firms to connect family and friends with isolated residents and patients in care via video call devices and services during the COVID-19 crisis. First to join is Facebook, which is supplying up to 2,050 of its Portal video-calling devices for free to hospitals, care homes and other settings, including hospice, in-patient learning disability and autism units. The logistical rollout will be supported by Accenture.
Fifty of the devices have already been deployed to pilot sites in Surrey, with Manchester, Newcastle and London and other areas to follow.
Iain O’Neil, NHSX Digital Transformation Director, said in a statement: “Technology companies big and small continue to pledge their resources and expertise to support our NHS and social care system in these unprecedented times. We are working hard to find and develop services that meet people’s equally unprecedented needs. Technology has never been so important to providing one of life’s most essential things — the ability to communicate with the people we love regardless of where they are.”
The NHSX said it is working with “a range of technology companies to support the NHS and social care system.”
Freddy Abnousi, MD, Head of Health Technology, Facebook said in a statement: “We designed Portal to give people an easy way to connect and be more present with their loved ones…That’s why we are piloting a program with NHSX to provide Portal devices in hospitals and other care settings to support patients and help reduce social isolation.”
Additional solutions to be deployed under the scheme include enabling health and care staff to work remotely if needed; improving communication between clinical and care teams; shifting hospital outpatients to virtual appointments; and accelerating the use of online and video consultations within GP and primary care services.
Commenting, Digital Secretary Oliver Dowden said: “It is great to see Facebook giving care home residents and patients the devices they need to connect with their family and friends at such a challenging time. The technology sector is rising to the challenge at this moment of national emergency and we in government are working closely with them to help people stay home, protect the NHS and save lives.”
Facebook and NHSX have agreed that the care homes and care settings involved in the pilot will be able to keep the devices free of charge, and use as they see fit, following the pilot phase.
Where the Portal devices go will be chosen on the basis of their Wi-Fi connectivity and ability to run devices in residents’ rooms or another private location.
At the same time, NHSX said it is exploring connectivity options for care homes without Wi-Fi, including the use of 4G hotspots or data-enabled tablets.
The venues for the portals will be advised on how to set them up by the NHSX, as well as infection control and data protection. Concerns about privacy will be addressed by completing a factory reset on the portal before passing the device to a new user.
A Facebook spokesperson said: “Residents/patients will be supported by care staff to initiate calls to family/friends.” Each care home/care setting will be free to make their own decisions on how best to manage this; for example, whether to pre-arrange specific call times with families in advance. Staff will be supported with easy-to-use setup guidance, device instructions and guidance on infection control. Care homes will also be asked to assist residents who do not wish to use their own personal accounts by setting up a new, generic personal account to be used instead. Where residents or patients wish to use a personal account, the care home will complete a factory reset before passing the device to a new user.
5 Effective Ways to Run Facebook Ads A/B Tests
Facebook Ads A/B Tests or split tests help them try different versions of ads with various campaign elements. This process helps them arrive at the best version for the organization’s target.
A/B Tests offer a vast pool of resources to try out various versions. You may get caught up and lose your way to arriving at the best version in a limited time. To better understand this topic you can read the Facebook ad testing guide. Here are five effective ways to run Facebook Ads A/B Tests-
1) Start with the minimal number of variables
This approach will help you analyze the impact of a variable much better. The lesser the variables, the better will be the relevant results and more conclusive. Once you have various versions, you will need to run them through the A/B Significance Test to determine if the test results are valid.
2) The second way is to select the correct structure.
There are two structures in A/B tests. One is a single ad test, and the other is multiple single variation ad sets. All the variations will go under one ad set in the first structure. Each variation will be under a separate ad set in the second one. Out of the two, the second one works out to be better and gives better results.
3) Use of spreadsheets is important to stay organized.
These spreadsheets help collect and analyze data to get meaningful insights and arrive at data-backed decisions.
4) Do target advertising and set realistic time goals.
One approach is to choose an entirely new set of audiences. Also, the data pool should be vast and not the same as some existing campaigns. The reason for choosing a different audience is that Facebook may mix up your ads and give contaminated output.
Another approach to choosing the right audience is to pick geography. It works better, especially when you have business in a particular region.
It’s also essential to set a realistic timeline for your testing. Facebook suggests one should run a test for at least four days, but you can choose to run the test for up to 30 days.
5) Set an ideal budget.
The concept of a perfect budget is subjective. But, you can fix it yourself, or Facebook can do that for you based on your testing data. A large part of the test budget is spent on avoiding audience duplication. If the same audience sees variations, it could affect the test results.
Besides these top five effective ideas, you will need to take a few more action points to make the testing process efficient. Make sure you put the website’s domain link and not the landing page link in the ad, as that doesn’t look good. Put appropriate Call To Action Button, such as ‘Learn More,’ ‘Buy Now,’ etc. It’s also important to see how your ad is coming across on various electronic gadgets- mobile, tablets, etc.
Another strategy that works is trying to engage the customer. You may add social engagement buttons such as ‘Like’ or ‘Comment.’ Use high-resolution images as they work better with the customers. Low-quality, highly edited images are often not liked and trusted by the consumers.
You can learn more about the audience behavior patterns with A/B test results. Conducting these tests on Facebook streamlines the entire process and makes it smooth for you. With the test results, advertisers and marketers can work on the creatives they need to utilize.
To sum it up, you can run an effective A/B test campaign within the specified budget. You don’t need to spend massive amounts to get your advertisement right. You’ll make the correct assumptions about the performance of variations with a good understanding of business and consumers.
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