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