‘Catch Them, You can’
Year
2022-Present
Role | Employer
Senior Healthcare Strategist, HH Global
Disclaimer:
All examples of content provided in this case study are intended solely for use by healthcare professionals in the UK.
These materials are specific to the UK healthcare context and should not be copied, cited, or utilised outside of this environment.
Situation
The uptake of the pneumococcal vaccine (PPV) had declined significantly among three priority groups identified in the Department of Health and Social Care’s Major Conditions Strategy: individuals aged 65+, and those with chronic obstructive pulmonary disease (COPD) or diabetes.
These groups are especially vulnerable to pneumococcal disease, which can lead to severe complications, prolonged hospital stays, and costly treatments.
Given the higher morbidity and mortality rates in these populations, increasing PPV coverage is essential to protect patients and reduce strain on healthcare resources.
Task
As a healthcare strategist, it was my job to conduct a comprehensive investigation into the reasons for the declining uptake of the PPV across priority therapy areas.
Identify specific barriers that healthcare professionals face in recommending and administering the vaccine to high-risk patient groups.
Based on these insights, I would need design a targeted strategy to effectively promote PPV among Health Care Professionals (HCPs) who work closely with these vulnerable populations, ensuring they have the necessary resources and motivation to prioritise vaccination.
Action
To address this, I led a blend of qualitative and quantitative analysis, uncovering key insights that informed our strategy:
Insights and Analysis
The analysis revealed that COVID-19 and flu vaccines had become the primary focus, overshadowing the importance of PPV in winter vaccination programmes.
Misconceptions among HCPs were prevalent around eligibility, administration authority, and reimbursement, leading to inconsistent guidance to patients. Many mistakenly believed the vaccine was only available during the winter months.
Persona Development and Belief-Behaviour Mapping
I created detailed persona profiles to understand HCP demographics, motivations, and potential biases affecting PPV promotion.
Using a belief-behaviour map, I identified critical points where targeted HCP communications could address misconceptions and drive vaccine advocacy.
Content Strategy and Key Messaging Framework
Guided by these insights, I led the project team in developing an HCP-focused content strategy, messaging framework and core claims document to reinforce PPV as an essential vaccine.
Messaging directly addressed common misconceptions, clarified reimbursement details, and emphasised the role of HCPs in protecting at-risk patients.
Campaign Execution
The campaign materials, designed to reach HCPs, included digital ads, sponsored emails, and in-person resources, all tailored to support HCPs in discussing and recommending PPV.
Customised landing pages for HCPs were created, developed in collaboration with creatives and medical writers to ensure the content was both accurate and impactful.
Result
Increased Uptake: In the months following, some areas citied vaccine uptake increasing as much as 32%, reversing the decline and improving coverage among the priority groups.
Engagement: One-third of HCPs revisited educational content, showing a sustained interest in understanding PPV recommendations.
Industry Recognition: The campaign was shortlisted and won a bronze award for the Best Creative Medical Programme or Campaign award at the PM Awards 2024.
This case study highlights the value of a targeted HCP communications strategy, equipping providers with the resources and knowledge to drive vaccine uptake and improve patient outcomes, ultimately easing pressure on healthcare systems.
Ais was fantastic to work with and a breath of fresh air. She was highly strategic and professional in all conversations.
I’d love to work with her again”
- Sarah Panek, Associate Brand Manager