Data-driven healthcare communications

Data analysis is everywhere, and the role it plays in our lives is increasing exponentially. From deciding what car to purchase to what medicine will be prescribed for us, the decisions we make (and those made for us) are more than often based on the best available data at that point in time.

The success of everyday behaviour-change programmes also relies heavily on data – from road safety measures to promoting the responsible use of water or eating more healthily to help prevent obesity and its associated comorbidities, such as diabetes and heart disease. We have all been influenced by data and the behaviour-change campaigns it has informed. In fact, both the success and impact of behavioural science rely heavily on data analysis to be effective and measured – helping to nudge human behaviour in the right direction to meaningfully improve outcomes.

Lucid Group are pioneers in the health communications space. We create deep, durable partnerships with our ambitious clients to inspire change by developing evidence-based creative solutions and compelling experiences that empower the audience to learn, understand and act.

We were the first to incorporate health psychology and behaviour change principles into education, and we were the first to demonstrate healthcare professional behaviour change and its impact on patient outcomes. Therefore, applying our expertise to one of today’s public health challenges – flu vaccination uptake – was the perfect challenge for us.  

We all know that seasonal flu causes a critical strain on the NHS every year, which is why flu vaccination plays an important role in helping to reduce this burden1 by saving millions of pounds in GP and hospital costs.2 However, despite the provision of a free NHS vaccination for all those who may be eligible, uptake has typically been low. As an example, only 44.4% of under-65s in London received their vaccine in the 2018/2019 season.3,4

The award-winning Sanofi Pasteur ‘Share the Moment’ disease awareness campaign was developed using insights gained from intensive qualitative and quantitative research into the underlying causes and beliefs surrounding the lack of vaccine uptake. This was rolled out as outdoor, print, and online adverts in two London boroughs, with the online campaign being extended to other major UK cities.

Our strategy was based on three core pillars, all underpinned by data:

Immerse: Through qualitative ethnographic and desk research, we gained a real insight into populations within the targeted geographies, and we learned about the areas, including cultural beliefs and access factors, that influence flu vaccination uptake. In addition, quantitative research including secondary sources such as CCG reports, census data, and surveys focused on our target audience: adults at risk.

Connect: Through rigorous targeting and segmentation, we were able to appeal to those who may be eligible for vaccination and prioritise our target audience to develop a highly focused campaign that would drive the biggest impact by making sure it spoke to and connected with its audience. We identified those audience segments with the potential to change perceptions and behaviour around flu vaccination, one of which was the ‘worried carers’ – females aged 35–64. This segment also happened to be the largest population within the ‘never receive vaccine group’ and had the greatest number of carers and influence over other segments (spouses, children, and other dependents of all ages). This groups’ key reasons for not getting the vaccine were: Worried about side effects (32%) and Flu vaccination is not for me (27%). Furthermore, as this group do not see themselves as ‘ill’ or at risk of complications from flu they were unlikely to engage with images and copy depicting severe morbidity.  With these insights, we were able to translate the data into a highly targeted creative execution focussed on priority segments – reflecting their values and drivers, as opposed to a generalised shock advertising campaign.

Empower: We executed and rolled out our targeted advertising campaign via communications channels and locations specific to the priority audience, with the goal to motivate people to protect themselves and their wider community.

By connecting our capabilities and applying them at the right time, we were able to better understand the healthcare problem and inform the design with an outcomes-led solution. 

The impact was game-changing, demonstrating a positive behavioural shift among 43.37% of the total unvaccinated population surveyed, who went to get their vaccination because of seeing an advert. In addition, the post-campaign survey enabled analysis of the types of media most likely to drive behaviour change, and clearly demonstrated the potential of a public awareness campaign to do so, as part of the national ambition to achieve vaccination coverage targets of 75% in at-risk populations.3

Get in touch

If you’re looking for an agency that can translate data into action to help transform lives, please get in touch. We have core capabilities in the following areas:

  • Creative and brand strategy
  • Medical strategy
  • Healthcare communications
  • Motion, digital and technology
  • Behaviour change
  • Metrics and data analytics

You can find out more information about our capabilities and solutions here or contact info@wearelucidgroup.com

References:

  1. World Health Organization (WHO). Influenza. Vaccine use. Available here. [Accessed October 2021].
  2. Pharmacy Magazine. Clinical briefing: pharmacy flu jabs save NHS millions. 2018. Available here. [Accessed October 2021].
  3. Public Health England (PHE) National flu immunisation programme 2019/20. 2020. Available here. [Accessed October 2021].
  4. EndOfSeason_Feb_201819_LTCCG_amended100619 (1). Available here. [Accessed October 2021].

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