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17

May 2017

BHBIA Best Customer Insight Award Winning Entry

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We are very pleased to have won the BHBIA 2017 Best Customer Insight award for our submission ‘Changing the frame to optimise communication’: How research insights identified how to ensure the more compelling delivery of life-saving outcome data.’

Despite powerful outcome data for an innovative treatment for a life-limiting condition, many patients were not being referred or treated – resulting in poorer quality of life and earlier death for those patients eligible for treatment. By analysing the language used by doctors who were most convinced of the benefits of treatment, research identified a number of opportunities to more effectively communicate key messages – in particular to frame outcome benefits as improved survival rather than reduced mortality – since reference to mortality in this particular condition reinforced the inevitability of death – but referring to ‘improved survival’ for patients was far more compelling.

Judges reported that this research delivered “a neat combination of language and behavioural economic analysis (with) practical, tangible, and concise insights that provided clear direction to encourage the referral and treatment of suitable patients, with coherent and compelling communication.”

The BHBIA 2017 Best Customer Insight award was sponsored by medeConnect Healthcare Insight.

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