Jan 29, 2015

Patient Engagement: Part 2


This is the second of 3 blogs we are writing on the subject of consumer and patient engagement. Click hereto read part 1.

Working in healthcare communications means the general aim of any engagement is to adjust or change behaviours - for instance, improving patient compliance - and also build knowledge about a specific area of health. The beauty of well thought-through, carefully executed patient engagement is that it allows information to flow both ways; to the individual as well as from them. And the data captured can be analysed to gain insights.

However, patient engagement must be built on a true value exchange, meaning all content (in terms of questions, infographics, audiovisual content, and so on) must be compelling, and based on great insights. After all, it's basic human nature to ask, 'What's in this for me?'

Yet, data on its own is a blunt tool: it's what you do with it that counts. For clients in the pharmaceutical and healthcare world, it's about making the data improve outcomes - be they short or long-term. (Our earlier blog on Nudge Theory explains how 'little and often' messages can be more effective in building positive change, as opposed to didactic, aloof, depersonalised messaging.)


A good example of how we've helped clients with patient engagement involves ROAD's PR campaign and subsequent CRM programme (customer relationship management) for SCA Hygiene brand, TENA: CoreWellness. CoreWellness was designed to demystify the delicate issue of bladder weakness, and how it can be prevented using pelvic floor muscle exercises, which are clinically proven to be highly effective. Bladder weakness is still an issue consumers are reluctant to acknowledge, let alone discuss openly. Furthermore, our client was aware that their female consumers were often using the wrong type of absorbency product for their condition which would often prove ineffective. And bear in mind that entire lifestyles can be affected if a person isn't going out of the house for long, or is having to plan their day around the location of washroom facilities.

Our objective was to nudge women towards the best performing product for their particular needs, and make them aware that the TENA brand had their best interests at heart. Core Wellness was devised by us to be a subtle, unbranded, multimedia campaign that offered consumers a supportive and encouraging environment in which to manage their condition. By careful segmentation of data, we were able to serve real- time information, meet specific needs, and generate real outcomes. In terms of outcomes, it attracted over a million women across Europe, and increased consumers' intention to buy exponentially.

Look out for our next blog - Part 3on consumer and patient engagement soon... In the meantime, if you'd like to find out more, please contact Ruth Delacour, Account Director at ROAD. www.roadcommunications.co.uk