Publication

Publication name: Scottish Centre for Healthy Working Lives Marketing and Communications SME Market Research
Date: 11 April 2013
Description: The Scottish Centre for Healthy Working Lives delivers services tailored to the needs and issues of workplaces. Following research in 2009 an engagement strategy was developed and implemented. This 2012 study was commissioned to assess the extent to which the new marketing activity has succeeded in raising awareness of the Centre and its activities, using the 2009 research findings as a benchmark. This study also sought to investigate any other changes in SME attitudes and behaviour, and to begin to build an understanding of the distribution of health inequalities across the SME market at an employee level.

Results showed whilst there has been an increase in the proportion of businesses fully embedding their additional workplace health practices, there is no evidence of widespread change in SME attitudes to workplace health. However, positive changes are evident: a significant increase in Centre awareness; higher awareness amongst businesses already engaging with service providers; proof that marketing activity, increased awareness and web presence have driven contact; and an increased preparedness to access SCHWL services.

The study highlighted the importance of ensuring future SCHWL marketing messages are targeted to communicate relevant information, provide access to information through a variety of channels and strengthen partner organisation links.

This 2012 study was commissioned to assess the extent to which marketing activity has succeeded in raising awareness of the Centre and its activities along the first phase of this journey, benchmarking it against findings from the 2009 survey.
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