‘The most creative’ is the biggest compliment you can pay an advertising agency – and it’s an accolade GSW has earned plenty of times around the world. However, whether or not that creativity actually translates into effectiveness depends on something else entirely: having the right strategy. That may not be quite as sexy, but it’s an essential element if advertising is to bring about business success. For many, the classic brand planning of yesteryear has served its time. The ‘brand healthcheck’ – and its digital twin, the ‘digital healthcheck’ – are the innovations that have redefined planning. The digital healthcheck is a new arrival in the family of GSW planning tools; it was designed to facilitate the shift towards greater agility,communication networks and maximum relevance. It is a useful tool as regards pinpointing the small measures that generate the greatest leverage.
Although planning is invariably case-specific, the process comprises four broad components:
- The patient journey: The path from the onset of an illness to successful therapy is analysed from the viewpoint of the patient, thereby recording any interactions with information sources and healthcare providers. Also documented are issues such as adherence, management of side effects, after-care and so on. The patient journey charts exactly WHAT actually happens in life (and not what we would like to happen).
- The patient journey leads us on to the healthcare transaction model, which summarises all patient journeys into a single abstract illustration. The model shows how patients as a group pass through the system to the point where (in most cases) a smaller group arrives at the required therapy. It also reveals how many patients are ‘lost’ along the way – possible reasons including incorrect diagnosis, treatment with a competitor product and insufficient adherence. The healthcare transaction model is therefore ideal for defining the communication targets with the greatest impact on final outcomes – and determining HOW MUCH influence measures can actually have.
- That said, what are the interventions in the system with the potential to change the status quo? Target groups tend to obtain information from a wide range of channels – and Big Pharma is neither the most trustworthy nor the most important. The communication network analysis helps to clarify exactly who is influencing decisions. In many cases, therefore, direct communication is necessary not only with the prescriber. An understanding of the network of relationships raises the level of relevant information in the recipient communication mix and enables a purposeful dialogue to be established. This analysis provides a new way to answer the WHO question.
- Finally, we can use the touch point analysis to identify the right channels, formats and communication patterns: HOW and WHERE. This will enable us to plan tactical measures more efficiently.
What can influence the behaviour of doctors and patients, and how much influence is possible? How, where and with whom must I communicate to achieve this goal? The digital healthcheck answers these questions. Major campaigns are not inevitable; this approach results in dialogue that promises maximum success through targeted measures.
The network map (here on HIV therapy) provides an easy to read yet enlighting view on the interactions happening between all stakeholders beyond those we are directly influencing. And shows the gaps we might need to fill to change behaviour.
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