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Pegasus, an Ashfield company, part of UDG Healthcare plc, is proud to announce the launch of its new propriety model for planning in health – CHANGE – which was developed in collaboration with University College London’s Centre for Behaviour Change. The model answers a strong client need for greater strategic rigor when devising integrated programmes and ensures that campaigns deliver valuable and measurable outcomes which genuinely change behavior.  

provides Pegasus with a 360-degree view of a client’s target audience - its needs, behaviours and attitudes. It goes one step further by channelling these insights through UCL’s COM-B framework. Essentially, COM-B teaches that all behaviour is made up from having the compatibility, opportunity and the motivation to bring about change. By identifying potential barriers to change the model then uncovers the most effective intervention that can bring about positive outcomes, not just outputs.

Managing Director, Simon Hackett comments: “At Pegasus, we’ve been talking behaviour change for years under our mission of ‘Inspiring Healthy Decisions’. But now, it’s more than a mission – it’s the very criteria by which we measure the work we do. With such a purpose-driven approach, we felt it was critical that our strategic planning process was as robust as possible and placed behaviour change at its core. The launch of CHANGE is a strong demonstration of this, how we have fundamentally shifted the way we do business, that we’re committed to delivering strategically stronger and integrated responses to briefs and that we’re implementing more effective campaigns for clients.”

Corrina Safeio, Head of Planning and Research who led the development of CHANGE, says: “Nowhere is behaviour change more relevant than in health. I think it’s fair to say that in the past marketeers have been too focussed on what consumers or patients think and feel. But to truly inspire healthy decisions, we must be focussed on what they do. With COM-B integral to the CHANGE model, we have no choice but to examine what our target audience is doing today, what we want them to do differently in the future, and what it is therefore that will make the difference.”

However, Safeio admits the framework is only as good as the insights that inform it. She says, “We insist on quality data from top industry sources and client research and, where there are gaps, we commission new research, whether that’s interviewing dairy farmers on-site, talking to women in focus groups about healthy skincare regimes or conducting national surveys to understand why all walks of life go to A&E or the GP rather than visit a pharmacist.”  

Pegasus has been working alongside Professors Susan Michie, Robert West and Dr Lou Atkins (the team behind The Behaviour Change Wheel) to ensure the application of the theory is as robust as possible. Of the collaboration, Dr Atkins says: "It's been a real pleasure working with Pegasus to develop this behaviour change model for communications which represents a positive coming together of public and private sector to drive the behaviour change agenda. Pegasus has approached our work with diligence and creativity and has taken time to be trained through our International Summer School, so it can apply COM-B correctly and safeguard its application in the real world."  

For Pegasus and its clients, the benefits of CHANGE are already apparent. “After training all our account handlers to use CHANGE, we have seen our teams become more inspired about the work they are doing and our strategic planning capability grow. Our clients are finding the model extremely valuable in unlocking deeper insights, challenging some long-held preconceptions, and providing them with communications strategies they can have confidence in - with some going as far as using it as the basis for their own brand planning”, says Safeio.

Max Macgregor, Product Manager at Bayer Animal Health agrees: “Working through the CHANGE model with Pegasus has been an eye-opening experience. The thoroughness of the team’s approach to planning has
enabled us to do a much deeper dive into the barriers vets face when recommending our products to pet owners. Armed with these insights, we have been able to address these ‘pain points’, unlock the best intervention and, ultimately, drive greater outcomes for our customers.”

Paul Joels, Marketing Manager at Seaband confirms the impact CHANGE has had on his business. He says: “Pegasus has breathed new life into our campaign. Rather than making assumptions or even just trusting what has been done before, the team introduced us to CHANGE. For us, this was a totally new way of planning and provided a wealth of discussion points around our brand, our audience and our category, ending with some surprising insights that enabled us to consider a totally different direction to the one we probably would have taken. Thanks to Pegasus challenging our original brief, we are now armed with clear insights that have led to a tightly-focused strategy, and in a much stronger position to promote our product effectively.”

Before joining Pegasus in 2016, Safeio spent five years as Marketing Strategy Manager at EDF Energy developing digital interventions for customers to gain better control of their energy. Prior to that she was an Associate Director at a leading integrated marketing agency, overseeing multi-million pound accounts across a range of sectors.  


For more information about CHANGE, supporting imagery, or to arrange an interview with Simon Hackett or Corrina Safeio, contact Amy Simmons on 01273 712000 /


About Pegasus

Located in Brighton with a 100+ team of communications experts, Pegasus specialises in helping private and public sector organisations communicate healthy messages through integrated communications programmes.  Focusing on an overall mission of ‘inspiring healthy decisions’ and driven by a ‘health first, sector second’ approach, Pegasus has an award-winning track record of creating and implementing campaigns that bring about positive behaviour change. Its campaigns are conceived using Pegasus’s proprietary CHANGE planning model, developed in collaboration with UCL’s Centre for Behaviour Change and using COM-B behaviour change theory. Its fully integrated offer includes owned and paid for marketing services, and includes media relations, influencer engagement, corporate communications, and creative, social & digital services. Pegasus develops campaigns which engage multiple audiences from consumers, patients and HCPs to influencers and other stakeholder groups. Pegasus has a strong focus on measuring campaign effectiveness and best practice in evaluation. In April 2016, Pegasus was acquired by Ashfield Commercial and Medical Services, part of UDG Healthcare plc. For further information, please visit  

About Ashfield
Ashfield Commercial & Medical Services, part of UDG Healthcare plc, is a global leader in providing outsourced healthcare services to pharmaceutical, device and biotech companies. The company has 6,000 employees, operating in 22 countries and delivering services in over 50 countries across Europe, North America, South America and Asia and works with more than 250 companies, including all the world’s top 25 pharmaceutical companies. Its mission is to partner with its clients, improving lives by helping healthcare professionals and patients get the medicines, knowledge and support they need. Ashfield’s provides contract sales teams, customer service reps, medical science liaison officers, remote detailing, nurse educators, medical information, healthcare communications, market access, market research, training, event management, digital, creative and pharmacovigilance services. For more information, go to

31st January 2017


Company Details


+44 (0)1273 712000

Contact Website

Sovereign House
Church Street
East Sussex

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