Triducive develop a range of communications activities and materials to support the implementation needs of healthcare audiences. The communications we develop have one thing in common – purpose.
In connected, complex environments such as those within healthcare services, individual communications rarely have impact on their own but as part of coordinated campaigns behind a clear purpose. Whether developing activities, tools or materials to complement existing campaigns or building new impetus based on original data and industry insights, our commitment and focus is always on purposeful, action-oriented, effective communications.
Effective Medical & Healthcare Communications
Based on established, well-researched models of behaviour and behaviour change (1,2), we know that effective communications that drive new or modified behaviours have 3 key features. They:
1. Motivate (create urgency around a new or existing vision for the future)
2. Educate (communicate and empower, remove misperception)
3.Support (ensure the opportunity to adopt new behaviours is easier to see and do)
All communications should consider these aspects, but depending on the campaign goals, there is usually a need to consider varying activities to address the right blend to achieve action. For example, if motivation to change already exists then materials and tools may need to be designed and developed to focus harder on education and support.
Triducive began life focused strongly on developing activities, tools and materials for payer audiences. This remains an area of strong expertise, with established networks across this stakeholder group and a large ‘back-catalogue’ to draw from. Healthcare decision-making has become increasingly integrated, and our extensive experience has grown by developing original data through +60 peer-reviewed consensus-based campaigns with multidisciplinary healthcare groups. So too has the work we deliver.
- Michie, S., van Stralen, M.M. & West, R. The behaviour change wheel: A new method for characterising and designing behaviour change interventions. Implementation Sci 6, 42 (2011)
- John P Kotter. Leading Change: Why Transformation Efforts Fail. Harvard Business Review 2007
Our audiences include:
National policymakers/medical writers
Regional / Local decision-makers including payers
Experts in science
Primary care-based clinicians
Pharmacists/physicians working across various therapeutic areas and the healthcare sector
Medical and healthcare communications expertise:
Clinical and payer value story materials
Evidence-based ‘model’ clinical pathways
Commissioning business case and implementation tools
Policy summaries and press packs
Delphi consensus-based publications and campaigns
Omnichannel assets: video, email & social media campaigns
Meetings and webinar materials
Triducive medical communications are driven by a core purpose, action-oriented, and focused on behaviours. An example of this was when a client sought to help accelerate changes to the pathway for a severe respiratory disease and reduce time for work-up of appropriate patients for advanced treatment and patient care.
For these changes to happen, the stakeholders whose behaviours would need to adapt most were commissioners (national & local) plus specialist clinical leaders.
The campaign strategy involved a multidisciplinary amplified consensus focused on defining new standards and expectations at the core. This provided the motivation to act – clear, expert recommendations based on 117 responses from peers and patients involved with managing the area. Education to empower the key audiences was provided through publication of the work in a high impact factor peer-reviewed journal and driven by advocate-led video and meetings materials. The support to change was added by way of practical, model pathway tools to illustrate to commissioning audiences how the changes could be made in practice.
This campaign helped lead directly to:
- adoption of the treatment area within the accelerated access collaborative
- local service redesign whereby the patient journey was shortened
- the associated patient organisation to hail this as ‘a great piece of work’.
See the full case study here.
Learn more about amplified consensus here.
Medical Communication That Delivers
Do you need assistance with medical publications, medical education, or driving innovation, development and change in healthcare through powerful communications and market access?
If you do, please get in touch and contact a member of the Triducive team equipped with extensive expertise, resources and knowledge to help. With years of excellence in client services across the world, we help clients succeed in their industries and improve patient outcomes. You may also schedule a meeting and chat to us today.