CASE STUDY

LISTENING FIRST TO OPTIMIZE COMMUNICATION

CASE STUDY

LISTENING FIRST TO OPTIMIZE COMMUNICATION

Every marketer wants their brand communications to be as compelling, relevant and meaningful as possible. Whether a message is meant to drive awareness, encourage purchase, or motivate a behavior change, it’s important to have the customer’s experience in mind.

That was the case for our non-profit client and their national retail partner. They wanted to update their marketing materials and identify new ways to promote cancer prevention through healthy behavior changes among people of all ages.

THE CHALLENGE

Evaluate effectiveness of current communication tools among multiple target audiences

Understand different information needs based on age, gender, and health history

Identify knowledge gaps regarding current cancer research

Explore ways to generate interest and increase use of updated materials

THE RESEARCH

Three-phase study including focus groups, in-depth interviews, and analysis of public health literature

Gathered consumers’ feedback identifying critical information needs

Obtained health educators’ insights regarding communication barriers

Gauged communication effectiveness among current patients and cancer survivors

THE RESULTS

Findings revealed multiple opportunities to enhance communications

Create support pieces that connect on an emotional level with families, patients, and survivors

Align school resources with state health education standards to facilitate use in class curriculum

Continue offering printed materials and enhance website with additional resources

“The DRG was great to work with! Very knowledgeable, helpful and friendly. The Focus Center was a great facility to have the focus groups.”