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The KnowledgePoint360 Special Award for Innovation

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Creating targeted behavioural messages using patient segmentation: An innovative approach to communicating with patients with chronic diseases

by Quintiles

Summary of work

Patient support programmes for chronic diseases play an important role in encouraging the healthy lifestyle changes and treatment adherence needed to optimise treatment outcomes. Unfortunately, most programmes are not designed with the specific needs, motivations and communications preferences of target patients in mind, resulting in one-size-fits-all approach. The co-entrants have developed a first-in-class, targeted approach to patient communications, based on attitudinal profiling, internal and external motivators for change and adaptive language. The approach facilitates the development of motivational or educational written materials, delivered through a variety of patient-selected communications channels, including website content, newsletters, motivational text messages and face-to-face discussions, each designed to resonate optimally with specific patient profiles. Publication of this approach in hypertension won a blue ribbon at the International Society for Pharmacoeconomics and Outcomes Research Annual Meeting, 2012, and tailored materials have now been delivered in pilot programmes in the UK and Italy. Relevant in a range of chronic diseases, this approach has the potential to significantly improve patient outcomes, and to optimise investment of money and time. It is anticipated that this proprietary approach will be applicable to a range of future patient communications and engagement programmes conducted in partnership with industry sponsors, key healthcare stakeholders and payers.

Judges comments

We liked the smart data-driven analysis of adherence that was innovative in its research, enabling a much more focused approach, carefully aligning messages to behavioural type. This has much potential but, as yet, it’s too early to see evidence of the real impact on patient behaviours.


Maintaining Adherence Programme - by Janssen with support from Havas Lynx

Highly commended

Meningitis: Keep Watching - by Novartis Vaccines and Diagnostics Limited with support from Ruder Finn

Key dates

Entry deadline 26 August 2022
Extended entry deadline 2 September 2022*
*additional fee applies
Judging Day 6 October 2022
Company/Team of the Year Interviews 21 October 2022
PMEA Event 23 November 2022