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 like healthcare, 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 insights, our 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 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 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.

References:

  1. Michie, S., van Stralen, M.M. & West, R. The behaviour change wheel: A new method for characterising and designing behaviour change interventions. Implementation Sci 642 (2011)
  2. John P Kotter. Leading Change: Why Transformation Efforts Fail. Harvard Business Review 2007

Our audiences include:

  • National policymakers

  • Regional / Local decision-makers including payers

  • Scientific experts

  • Specialist clinicians

  • Primary care-based clinicians

  • Pharmacists working across the health system

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

Achieving Results

Triducive 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.

For these changes to happen, the stakeholders whose behaviours would need to adapt most were commissioners (national & local) plus specialist clinical leaders.

The campaign was designed with 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 127 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 change in healthcare through powerful communications? If you do, please get in touch with a member of the Triducive team or schedule a meeting directly with the team today.

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