How to challenge entrenched treatment practices: changing behaviour by highlighting value

Challenge

A UK-based client asked us to develop communications that would improve understanding of a product used in an acute setting against a long-established generic. We could see that the new approach offered clear value, but we needed to identify the opportunity succinctly and tell that story convincingly.

Approach

We combined a needs assessment, attitudinal research, and in-field insights to build a strategic platform which we refined through internal multidisciplinary workshops.

Stakeholder mapping highlighted the importance of new voices, so we convened a steering group of ‘rising stars’ willing to consider and champion a different approach.

From there, we designed a multi-touchpoint strategy to ensure messages landed with credibility and impact.

Execution

Our advisory and consensus meetings helped us craft a plan to share consolidated opinion to a wider audience via a scalable peer-to-peer education programme. Addressing educational gaps, we blended topics covering our client’s therapy area with broader topics of interest.

The programme rolled out with a blend of live and online standalone meetings. These meetings were complemented by online awareness campaign activity including:

• Interactive and adaptable treatment algorithms

• Advertorial content (online and print)

• Cost and opportunity calculator tools for use with procurement

• Infographics and case studies for local learning

Impact

• Education programme launched in just 6 months, ahead of schedule

• All metrics achieved within budget

• Client feedback was uniformly positive

• Faculty feedback praised the experience and its reflection on the sponsor company