Blended Intelligence
Data is the most valued commodity of the modern world. For P&P it’s all about the application.
Data is the most valued commodity of the modern world. The fast-moving industry that has grown up around it is in the spotlight of antitrust regulators, poised to step in and curtail the activities of data giants such as Amazon, Apple, Facebook and numerous others. Data, as The Economist puts it, is the crude oil of the digital era.
Yet, for all the concerns that exist around these data giants, we cannot escape the fact that data is a life-blood – to one extent or another we all use it or avail of its use by others. It has become essential.
Data, otherwise known as facts and statistics to those of us who are proportioned more like David than Goliath, is where it all begins – whether you are answering a brief, or more likely developing a solution for a client need you know has to be met.
Just countless organisations are dealing with data, there are many agencies that use data and evidence to develop campaignable and sustainable initiatives. But chemistry, both that with your client and that which exists within your team dictates that we all use data differently.
For P&P, it’s all about the application of data, the insights that we derive, and how we use imagination to create a new vision: a different perspective. It’s about the blend: the vanishing point where data, insights and imagination meet enabling us to harness opportunities.
Data are to insights what imagination is to true vision. Creativity enables us to distinguish insight from findings giving us the room to deliver campaigns. Research, which can sometimes mean doing something as simple as open-mindedly talking to the stakeholders that really matter, listening to what they need and adapting to it, gives you the necessary foundation to build an initiative that counts.
Thanks to this approach, P&P won The Say Communications Award for Excellence in Integrated Product/Brand Communications at the Communiqué Awards 2019.
The premise of What We’re Made of for Fresenius Kabi was simple: adequate hydration is essential for a healthy life. Reminding our audiences of this, we invited them to help address a surprising UK dehydration epidemic. We also aimed to aid compliance with a practical volunteer support programme. This empathetic approach has provided a halo effect for Fresenius Kabi’s reputation, as well as inspiring the sales team to launch this campaign with enthusiasm.
How did we do it? We uniquely consulted our target audiences to understand better their needs and how to take the brand further than its competitors. Inspired, we discovered the opportunity to:
- Renew purpose on behalf of the target audience
- Generate greater internal support from the sales team
- Entice influencers to support the cause
- Build sales for Thick & Easy™ Clear
- Help more people with dysphagia.
The research revealed which stakeholders, in particular, we needed to listen to in order to really make a difference to the UK dehydration epidemic. We combined this with a blend of insight and imagination to develop and deliver a campaign that genuinely made a difference.
Author: Clare Bates
This content was provided by Page & Page Health
Company Details
Latest Content from Page & Page Health
The concordance conundrum: the art of active listening
The art of active listening explores the links between effective communication and better patient concordance and medical outcomes, why many HCPs still overestimate their ability to communicate effectively and the...
The concordance conundrum: understanding the complexities of behaviour change
Understanding behaviour change looks at the six fundamental steps required to change human behaviour and discusses why HCPs need to start here if concordance is to be improved.
The concordance conundrum: creating space for open dialogue
Growing numbers of patients want a partnership model with their HCP, whereby both parties are equally involved in the decision-making process. This model has been linked with an increase in...
The concordance conundrum: the tech divide
COVID-19 resulted in the rapid adoption of virtual consultations; while they offer increased accessibility and convenience for some, are they really all they are cracked up to be? Consultations in...
Improving patient concordance: where does industry fit in?
What’s in a name? explores the idea that those healthcare organisations that develop tools and support structures to improve concordance will be at an advantage when it comes to product...
The concordance conundrum: the value of improving patient experience
This is the first in a series of articles where we explore how the current climate presents companies with a multitude of opportunities to improve communication between healthcare organisations and...
The Pivot
In times of uncertainty it is critical for businesses to take action to protect their brand image and longevity.
Communicating through video
It's likely that video is about to replace a lot of your face-to-face appointments.
Could coronavirus turn us all into online gamers?
As businesses gauge the potential impact of coronavirus (COVID-19), with a sense of fear and pessimism causing a dampening of economic activity and suspension of the stock market, the healthcare...
Love – it really does make the world go around
No two people are the same nor as individuals are we particularly predictable – we might like to think we are because at some point in time someone decided that...