Data-driven healthcare communications
November 3, 2021 | Data, Lucid, Medical Communications, Metrics, Public health, creative, healthcare communications
Data analysis is everywhere, and the role it plays in our lives is increasing exponentially. From deciding what car to purchase to what medicine will be prescribed for us, the decisions we make (and those made for us) are more than often based on the best available data at that point in time.
The success of everyday behaviour-change programmes also relies heavily on data – from road safety measures to promoting the responsible use of water or eating more healthily to help prevent obesity and its associated comorbidities, such as diabetes and heart disease. We have all been influenced by data and the behaviour-change campaigns it has informed. In fact, both the success and impact of behavioural science rely heavily on data analysis to be effective and measured – helping to nudge human behaviour in the right direction to meaningfully improve outcomes.
Lucid Group are pioneers in the health communications space. We create deep, durable partnerships with our ambitious clients to inspire change by developing evidence-based creative solutions and compelling experiences that empower the audience to learn, understand and act.
We were the first to incorporate health psychology and behaviour change principles into education, and we were the first to demonstrate healthcare professional behaviour change and its impact on patient outcomes. Therefore, applying our expertise to one of today’s public health challenges – flu vaccination uptake – was the perfect challenge for us.
We all know that seasonal flu causes a critical strain on the NHS every year, which is why flu vaccination plays an important role in helping to reduce this burden1 by saving millions of pounds in GP and hospital costs.2 However, despite the provision of a free NHS vaccination for all those who may be eligible, uptake has typically been low. As an example, only 44.4% of under-65s in London received their vaccine in the 2018/2019 season.3,4
The award-winning Sanofi Pasteur ‘Share the Moment’ disease awareness campaign was developed using insights gained from intensive qualitative and quantitative research into the underlying causes and beliefs surrounding the lack of vaccine uptake. This was rolled out as outdoor, print, and online adverts in two London boroughs, with the online campaign being extended to other major UK cities.
Our strategy was based on three core pillars, all underpinned by data:
Immerse: Through qualitative ethnographic and desk research, we gained a real insight into populations within the targeted geographies, and we learned about the areas, including cultural beliefs and access factors, that influence flu vaccination uptake. In addition, quantitative research including secondary sources such as CCG reports, census data, and surveys focused on our target audience: adults at risk.
Connect: Through rigorous targeting and segmentation, we were able to appeal to those who may be eligible for vaccination and prioritise our target audience to develop a highly focused campaign that would drive the biggest impact by making sure it spoke to and connected with its audience. We identified those audience segments with the potential to change perceptions and behaviour around flu vaccination, one of which was the ‘worried carers’ – females aged 35–64. This segment also happened to be the largest population within the ‘never receive vaccine group’ and had the greatest number of carers and influence over other segments (spouses, children, and other dependents of all ages). This groups’ key reasons for not getting the vaccine were: Worried about side effects (32%) and Flu vaccination is not for me (27%). Furthermore, as this group do not see themselves as ‘ill’ or at risk of complications from flu they were unlikely to engage with images and copy depicting severe morbidity. With these insights, we were able to translate the data into a highly targeted creative execution focussed on priority segments – reflecting their values and drivers, as opposed to a generalised shock advertising campaign.
Empower: We executed and rolled out our targeted advertising campaign via communications channels and locations specific to the priority audience, with the goal to motivate people to protect themselves and their wider community.
By connecting our capabilities and applying them at the right time, we were able to better understand the healthcare problem and inform the design with an outcomes-led solution.
The impact was game-changing, demonstrating a positive behavioural shift among 43.37% of the total unvaccinated population surveyed, who went to get their vaccination because of seeing an advert. In addition, the post-campaign survey enabled analysis of the types of media most likely to drive behaviour change, and clearly demonstrated the potential of a public awareness campaign to do so, as part of the national ambition to achieve vaccination coverage targets of 75% in at-risk populations.3
Get in touch
If you’re looking for an agency that can translate data into action to help transform lives, please get in touch. We have core capabilities in the following areas:
- Creative and brand strategy
- Medical strategy
- Healthcare communications
- Motion, digital and technology
- Behaviour change
- Metrics and data analytics
You can find out more information about our capabilities and solutions here or contact info@wearelucidgroup.com
References:
- World Health Organization (WHO). Influenza. Vaccine use. Available here. [Accessed October 2021].
- Pharmacy Magazine. Clinical briefing: pharmacy flu jabs save NHS millions. 2018. Available here. [Accessed October 2021].
- Public Health England (PHE) National flu immunisation programme 2019/20. 2020. Available here. [Accessed October 2021].
- EndOfSeason_Feb_201819_LTCCG_amended100619 (1). Available here. [Accessed October 2021].
This content was provided by Lucid Group Communications Limited
Company Details
Latest Content from Lucid Group Communications Limited
Louise Verrall from Lucid Group wins Communiqué 2016 Award for Emerging Leader in Healthcare Communications
From her first degree to her current position as Business Unit Director, Louise has developed a passion for science, education, psychology and entrepreneurialism. She is driven to make a difference...
Communiqué Awards 2016: Excellence in Communication of Survey or Market Research Data
The winning programme - Treating beyond symptoms in IBD: The Steroid Assessment Tool. Our approach to medical education is really helping to improve patient outcomes and change lives.
Lucid Group shines at the Communiqué Awards
Lucid Group’s commitment to be a leader in medical education was recognised at the Communiqué Awards 2016 in London last night, where the agency received three awards, including being highly...
Developing Medical Education That Advances Patient Outcomes
As pressure mounts on the pharmaceutical industry to demonstrate a tangible and positive impact on patients’ lives, understanding barriers to specific clinician behaviours is key to achieving measurable change in...
Future-proofing with a comprehensive talent development strategy
Lucid Group is an award-winning group of specialist medical education companies. Over the years, Lucid has developed a strong culture of empowerment, thought-leadership, entrepreneurship and passion to improve outcomes for...
Lucid reach the shortlist for Communiqué 2016 in SIX categories
Lucid Group are celebrating the news that for the first time they have been shortlisted in six different categories at this year’s Communiqué awards. The categories are:Excellence in Communications of...
Lucid Co-founder and COO discusses the changing landscape of healthcare communications
In May’s issue, Jan Steele (Lucid co-founder and COO) talks to PME about the importance of demonstrating value with medical education via validated improvements in patient outcomes. Jan explains that...
New talent blooms at Lucid Group
Spring has most definitely sprung at Lucid Group as they welcome three new employees to their team. Laura Cunliffe joins as a Senior Account Manager at Leading Edge and will...
The art of changing behaviour with virtual technology
In April’s issue of PME, Ella Nuttall (Health Psychology Specialist at Lucid Group) explains how changing behaviour requires a combination of science and art. She outlines how the impact of...
Lucid CEO discusses the importance of company culture
In April’s Smart Thinking blog on pmlive.com, Dennis O’Brien (Lucid CEO) discusses company culture and how individual contribution is everything.Dennis explains that, despite organisations being obsessed with meeting financial targets every...