Peer-to-peer awareness-raising and education cascade is vital to align external stakeholders behind a shared goal related to advancing disease management – and is a crucial aspect of a successful launch. However, intricate treatment pathways, diverse stakeholders, and geographically spread-out accounts mean that reaching the right people in a timely manner and through the right channel is a challenge for many of our clients. 

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In some recent examples, we applied digital and in-person activities to overcome these challenges and improve standards of care by increasing knowledge, confidence, and motivation to change clinical approaches: 

• Delivered a CPD-accredited webinar that was led by key experts who communicated the latest evidence through compelling data visualisation formats and engaging speaker-audience interaction. This was accompanied by a communications campaign of creative HTML emails and social media, which achieved record registration and attendance 

• Repurposed the webinar content in a meeting-in-a-box format for local account managers to run face-to-face meetings – the content was combined with relevant patient cases that allowed facilitated discussions of local service-specific challenges 

• Designed and developed a CPD-accredited healthcare professional educational digital platform that housed ‘series’ on key themes featuring 3–4 ‘episodes’ each. Plenary-style presentations and conversational debates were created; audiences could submit questions to address in future Q&A sessions. Digital content was tailored to the individual over time based on previous choices. Short, multiple-choice knowledge tests for each series allowed the participant to secure their accreditation. Downloadable action plans for each series drove commitment to change 

• Provided post-congress support in the form of branded medical education that offered digestible data highlights through a series of Veeva CRM approved newsletters and podcasts hosted online. Expert endorsement through newsletter quotes and podcast discussions of different multi-disciplinary team roles provided diverse perspectives on the data and implications for patient care