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Two behavioural change contract wins for Hamell

Agency will work on segmentation and promotional projects

Healthcare communications agency Hamell has won contracts for two behavioural change projects.

The first involves the roll-out of a large-scale behavioural segmentation project across the UK and Europe.

Hamell managing director Fiona Hammond told PMLiVE: “We are defining the different clinician segments and then developing either segmentation tools or decision trees for the field force to use.”

“We are training these into the field forces and then conducting co-creation workshops to co-develop their communication messages to resonate with each of the identified segments.”

The second project will see Hamell help promote a brand with the potential to positively affect public health.

Working with external experts from Cambridge University, Columbia Business School, and the UK government's behavioural unit, Hamell will identify, create and evaluate nudges and other behavioural change strategies to increase uptake, targeting customers and HCPs at all stages of the patient journey.

“This is a significant piece of behavioural work, with potential to feed into a whole new approach to marketing the brand and bring about important improvements in public health across Europe. We are honoured to have been selected for this worthwhile project,” said Hammond.

The account wins for London-based Hamell come after the agency rebranded itself last month in order to reflect its evolution in the field of behaviour change alongside its vision for the future of healthcare communications.

Article by
Tara Craig

21st August 2015

From: Marketing



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