Insight

Boys and male adolescents with haemophilia, their parents, and their support teams (e.g. school teachers) need to prepare for the transition from childhood to adulthood with a full understanding of the issues associated with treatment adherence and personal confidence.

Objectives

• Support those affected by haemophilia in managing their condition and issues encountered during key transition periods in life - health, personal development and treatment

• Ongoing communication direct with patients in their terms via preferred media – web, online, mail

• To learn about and help improve health outcomes
  

Strategy

• Create uniquely tailored patient support programme, delivering timely, anticipated content to suit individuals’ lifestyle and needs over time

• Delivered in a relevant tone, design and format

• Deep ethnographic research via focus groups with patients and haemophilia nurses

• Creative & medical writing for target groups

• Inspiration via well-known sportsman haemophiliac

• Launch nurse and clinic engagement programmes via on and off-line marketing

Results

• Recruited the target percentage of patient community to the programme

• Behavioural change now monitored via reporting portal

• Acceptance and praise from patients, customers, consultants and patient
  groups
  
  

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