Case Study: NHS Blood and Transplant achieves a 25% reduction in missed appointments and over 300% boost in app engagement with dotdigital

NHS Blood and Transplant - Customer Case Study

NHS Blood and Transplant (NHSBT), responsible for maintaining UK blood stocks and recruiting ~200,000 new donors a year, needed to reduce missed appointments and improve engagement while simplifying a costly, multi-channel communications approach. With a mobile-first strategy, NHSBT required a solution that could deliver mission‑critical, real‑time SMS and in‑app messaging at scale, integrate with legacy donor systems, and provide a simple registration model that tied multiple devices to a single donor profile.

The solution combined a high‑availability SMS platform integrated via SOAP, iOS/Android SDKs, email‑based user IDs, secure FTP segmentation imports and automated, metadata‑driven user journeys plus push notifications and targeted emergency campaigns. The result: app engagement rose over 300%, missed appointments fell by 25%, the messaging platform achieved 99.997% uptime and between 20,000–60,000 operational SMS messages are now triggered daily.

NHS Blood and Transplant