Providing an insight-led approach to an educational programme

We shifted the client’s programme from a ‘one size fits all’ approach, creating an awareness and educational programme that enabled our client to increase reach.

THE CHALLENGE 

Our client discovered that their current communication programmes for heart valve disease weren’t optimally driving patients through the healthcare system. This was demonstrated by low rates of disease awareness, diagnosis and sub-optimal treatment decisions. 

THE APPROACH 

  • Ashfield introduced our ‘Humanise’ approach to the programme development and delivery which included a four-step process for greater success: 
  • Insights – providing a clear understanding of audience needs and behaviours. 
  • Persona development – to ensure audience barriers and motivations were understood. 
  • User journeys – to define the contextual messaging and trigger points. 
  • Programme delivery – ensuring the right audiences receive the right information, at the right time, in the right way to deliver communications that matter. 

THE RESULTS 

We shifted the client’s programme from a ‘one size fits all’ approach, creating an awareness and educational programme that enabled our client to increase reach, improve disease awareness and provide greater engagement between HCPs and their patients.