Pharmaceutical Executive Digest Europe - February 3, 2009 - (Page 7) Patient Communication 1. Start with research Extensive research showed the need for a “pictographic” solution. A significant share of the National Kidney Foundation patient audience is unable or unwilling to use the Internet and unreceptive to educational DVDs. They needed information in more visual form, but independent of electronic media. Potential topics to cover were also researched before creative development began. Advisors—professionals, patients, care givers, and members of the National Kidney Foundation team—contributed ideas regarding the most critical issues facing the dialysis community, the role of each professional on the multidisciplinary treatment team, and the various types of patients in a dialysis centre. and to prove that the concept can sustain interest over a series. illustrations before creating a full-colour version. Once again, more changes were made to both the illustrations and text. members have suggested enough plot lines and topics to carry the program through the next decade, if feasible. 3. Illustrate The team screened dozens of artists before finding the right one. Then they went through numerous sketches and revisions of renderings of each character to achieve the right look in “personality,” age, wardrobe, and other details. With a total of 10 characters— five patients and five professionals— each had to be clearly delineated. 4. Create a comprehensive campaign The Hope & Main team also developed ancillary programmes supporting the novel: • a website for professionals, patients, and care givers • a bimonthly professional journal and patient newsletter ads announcing each new issue • email alerts to professionals and patients for each issue • fax blasts to professionals • a learning aid that details the educational messages of each instalment for patients • a teaching aid with each instalment for physicians and allied health professionals. What’s next? The success of the Decisions and Hope & Main campaigns demonstrates how a graphic novel can engage a wide range of audience members. Today, graphic novels serve as a medium for branding campaigns, as a sales training tool (to depict sales situations traditionally addressed in “role-playing” exercises, for example), and in many other applications. So the next time you need to motivate or educate, just go graphic! Bob Brown is a founding partner of bryantBROWN Communications. He can be reached at bob@bryantbrown.com. The full version of this article can be found by clicking here. 2. Begin writing The creative team behind Hope & Main crafted a ‘story bible’. They wrote “back stories” for each character (information that may never appear in the actual novel but helps the creators make characters more credible). They also created a full script for the first instalment of the novella, plus outlines for five more—to demonstrate a firm grasp of the subject matter, to show the development of the Hope & Main characters and plot lines, 5. Follow up Multiple feedback forums are in place for Hope & Main: online discussion groups, focus groups, mail surveys, and more. Consumers and professionals have weighed in with praise, criticism, and ideas. Receiving feedback (and reporting it to the creative team and editorial board) is a daily activity. Audience Throughout, the editorial board reviewed sketches and final renderings of each character, as well as the script. Numerous changes were made in text and 8 COMMENT The age of pharma blogging hits its stride 10 ON THE MOVE The latest industry appointments and expansions 89,760 68,721 92,754 69,451 2 NEWS US and European biopharm salary survey 3 NEWS Boost for Norwegian biotech http://www.bryantbrown.com http://pharmexec.findpharma.com/pharmexec/Article/Getting-Graphic/ArticleStandard/Article/detail/574635
Table of Contents Feed for the Digital Edition of Pharmaceutical Executive Digest Europe - February 3, 2009 Pharmaceutical Executive Digest Europe - February 3, 2009 Contents News From the Editor Brussels Report Comment On the Move Pharmaceutical Executive Digest Europe - February 3, 2009 Pharmaceutical Executive Digest Europe - February 3, 2009 - Contents (Page 1) Pharmaceutical Executive Digest Europe - February 3, 2009 - News (Page 2) Pharmaceutical Executive Digest Europe - February 3, 2009 - News (Page 3) Pharmaceutical Executive Digest Europe - February 3, 2009 - From the Editor (Page 4) Pharmaceutical Executive Digest Europe - February 3, 2009 - Brussels Report (Page 5) Pharmaceutical Executive Digest Europe - February 3, 2009 - Brussels Report (Page 6) Pharmaceutical Executive Digest Europe - February 3, 2009 - Brussels Report (Page 7) Pharmaceutical Executive Digest Europe - February 3, 2009 - Comment (Page 8) Pharmaceutical Executive Digest Europe - February 3, 2009 - Comment (Page 9) Pharmaceutical Executive Digest Europe - February 3, 2009 - On the Move (Page 10)
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