Website Updates and Analytics
In this year of progress, we completed our website refresh which increased our overall website visitors from 41,750 unique visitors last fiscal year to 79,630 unique visitors this fiscal year. We have more than doubled our total website visitors, a more important number, with more than 200,000 visitors.
In SWITCH BC’s first two years, we wanted to tell you all about us, so our site was focused on introducing our new organization and our plans to support the health, safety, and wellbeing of everyone working in healthcare.
Those plans are now in action as our programs are rolling out.
Our new homepage now brings our work front and centre. Website developers call this the “hero” section. We know who the heroes in healthcare are and we know they need greater support to reduce injury rates, have strategies to prevent and reduce violent incidents at work, and improve psychological safety.
A new section, “OHS Resource Centre,” was added to include an awareness video of the platform, video tutorials, downloadable manuals, and a step-by-step guide to help JOHSC members navigate the meeting management platform.
The Community Physician Health and Safety program page has links to the web portal, direct access to health and safety advisors including the ability to book a discovery call for a clinic assessment, and the health and safety guide.
Website performance
For the first time, two program pages are in the top five visited pages with a third program page in the top seven. See our top ten web pages visited which makes up more than 50% of all visits.
Top web pages
Social Media
In this year of progress, we have seen highest engagement on LinkedIn followed by Instagram and Facebook. A mix of events we attended, programs we launched, and awareness day for health workers are our top posts. This year, we have been dormant on X and will continue to do so.
115,664 social media impressions reached through 385 posts.
Top Social Posts by Engagement Rate:
MARKETING CAMPAIGNS:
Community Physician Health and Safety program
In fall 2024, we developed and delivered a marketing campaign to promote the release of the Community Physician Health and Safety Guide for the Community Physician Health and Safety program. We purchased advertisements on both LinkedIn and Facebook to promote the Guide to relevant audiences who would derive the most value and relevance from it.
On LinkedIn, we targeted a handful of job titles including Medical Office Assistant (MOA), General Physician, Medical Office Manager, Family Practice Physician, General Practitioner, Office Manager, and Family Physician. This campaign produced more than 29,000 impressions and 454 web visits over a one-week period in fall 2024. On Facebook, the targeted demographic was MOAs, office managers, and clinic support staff. This campaign reached more than 11,000 accounts over two days.
In winter 2025, we developed and delivered a marketing campaign to promote free, voluntary, and confidential clinic assessments. We purchased advertisements on both LinkedIn and Facebook to promote clinic assessments and the portal.
Using the same demographics as the previous campaign, on LinkedIn this campaign produced more than 18,500 impressions and 627 web visits over a one-week period in late winter 2025. On Facebook, this campaign reached more than 40,000 accounts in one week.
Trust Initiative
In partnership with University of Victoria and Nurses and Nurse Practitioners of BC (NNPBC), SWITCH BC is supporting a research project called the Trust Initiative. Part of the research includes a survey of health workers, to understand the impacts that COVID-19 related care had on trust within the workforce. Uptake was minimal with organic social posts; with a $300 investment the participants grew from 157 to 964 making this a statistically significant reach to help researchers make recommendations to strengthen trust in healthcare. We purchased ads twice on Facebook, for one week in January 2025 and for three days before the survey closed in mid February. We kept the demographic broad to all who work in the healthcare and medical services industry. The two campaigns garnered more than 135,000 impressions and 509 website visits.
What’s Next
We have seen great reach for leaders and the physician sector on LinkedIn, and for health workers on Facebook. The uptake in engagement for the investment is encouraging.
For future campaigns, we will be developing a SWITCH BC campaign to bring general awareness to SWITCH BC; Provincial Violence Prevention Curriculum campaigns announcing the completion of the curriculum refresh, de-escalation tools and resources; a campaign for engagement to create Psychological Health and Safety JOHS resources; and multiple Community Physician Health and Safety program campaigns to provide a behind the scenes look at a clinic assessment and medical office staff (MOS) de-escalation resources and tools.
Newsletter Engagement
In this year of progress, we sent out a spring, fall, and winter newsletter, reaching more than 2,000 recipients.
Number of newsletter subscribers and open rate: