Audiences may feel they already know everything about a certain disease, thus disregarding awareness campaigns. A new focus on education instead of awareness can provide extra information and promote a different look at your materials.
- Strike the right balance between education and awareness
- Recognize the approaches that historically cause audiences to tune out
- Prioritize specific over general approaches
To get messaging right, you need to know how to figure out what your audience wants. Gaining a clearer picture of your audience is essential – but is only half of the work.
- Outline the best survey tools for potential audience or patients
- Identify the most important metrics
- Quantify the benefits of figuring out your audience
A well-trained scientific communications team is extremely valuable for increasing awareness of treatment modalities, urgency to treat, precautions, and other key issues. As the role of scientific communications expands, it faces a growing responsibility to prepare HCPs for better understanding of disease and advances from the clinical research stage through preparation for an indication.
Identify thought leaders who will be strong disease and product advocates
Develop clear disease awareness messages for branded and unbranded campaigns
Highlight data sources and data generation activities that support scientific and disease state education
Review platforms and alternate avenues to disseminate educational material for patients and HCPs
Your information won’t be helpful if patients can’t understand it. Adapting disease awareness campaigns to patient ages, capabilities, and literacy levels is more art than science, and doesn’t always get easier the more you do it.
- Strategically place “negative” words where they will not distract patients and prevent later listening
- Doublecheck that all messaging is at the appropriate vocabulary level
- Emphasize a personable approach that makes follow-up interactions easier
COVID-19 has made telehealth much more mainstream and widely available – but this is not always a good thing. Access to doctors has definitely improved, but your audience members may also decide that remote sessions are sufficient – and thus postpone doctor visits and diagnoses.
- Assemble the most effective telehealth training courses
- Recognize areas and populations for whom telehealth is still not accessible
- Prepare for different reimbursement levels for online compared to in-person
- Strike the proper balance between factual and emotional appeals
- Create scenarios that are realistic
- Anticipate what patients want to see
FDA regulations for disease awareness campaigns can be both specific and subjective, making compliance a challenge. Having detailed review by both internal and external regulatory experts can help minimize mistakes.
- Review the most up-to-date differentiators between branded and unbranded campaign guidelines
- Prepare pre-answered Q&A to follow guidelines
- Emphasize training and constant availability for pharma reps
If you could wave a magic wand and change one thing about healthcare (aside from making it free), what would change? Learn how over 10,000 patients and care partners responded to this simple question, and how this ignited the co-design of various innovations to address the obstacles they faced.
Analyze a case study of patient centered disease education and campaign dissemination
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Craft advocacy that leaves a global footprint
Wrapping up with current hot topics
The wide variety of social media platforms and e-channels now available can make it difficult to target the most effective outlets. Choosing the right forum for your message is just as important as choosing its words.
- Match audience demographics to their ideal channels
- Assess the reach of traditional vs online marketing
- Reach into untapped markets
With COVID still spreading unchecked, most conferences are hosted online and will be for the foreseeable future. Make sure you know the platforms you use are the best for the ages you are targeting, and that you have the best guides developed and available.
- Focus on the most successful and engaging features of online campaigns
- Modify your interactions for different age ranges
- Provide alternate timeframes for information sessions to serve a broader audience