Narrative evaluation in sensitive patient activation
Commercial
Challenge:
A campaign was needed to increase the share of voice of HCV in the healthcare community and among patients at risk.
Research was needed to:
- evaluate concept and narratives to execute the optimal campaign
- recommend revisions to executions and messages to further strengthen impact
Careful consideration was needed, due to the sensitive nature of Hepatitis C and PWID (Persons Who Inject Drugs).
solution
1.
The COM-B model was utilised to understand the likelihood of behaviour change and environmental factors involved in these changes
2.
A consultant addiction counsellor was onboarded throughout the project to ensure the suitability of materials and deliverables
3.
142 qualitative interviews carried out across six markets: France, Germany, UK, Spain, Italy and Canada
4.
A full review of concepts, messages and alternatives carried out utilising voice emotion analysis to identify messages with the greatest impact
5.
Messages were assessed via emotional response, rational assessment and stopping power
Delivered
Provided clear and concise insights into how to optimise the campaign in the form of a final PowerPoint presentation.
Result
KPI testing led to the identification of three key executions to lead the campaign with recommended revisions.
The visual should be empowering, goal-focused and speak to the at-risk PWID who are still using, but also the wider population. With an alternative, medical-focused execution for ex-PWID.