Learning from marketing: Rapid development of medication messages that engage patients.

ABSTRACT:

Objective

To adapt marketing approaches in a health services environment.

Methods

Researchers and advertising professionals partnered in developing advertising-style messages designed to activate patients pre-identified as having chronic kidney disease to ask providers about recommended medications. We assessed feasibility of the development process by evaluating partnership structure, costs, and timeframe. We tested messages with patients and providers using preliminary surveys to refine initial messages and subsequent focus groups to identify the most persuasive ones.

Results

The partnership achieved an efficient structure, $14,550 total costs, and 4-month timeframe. The advertising team developed 11 initial messages. The research team conducted surveys and focus gr

SUBMITTER: Yank V 

PROVIDER: S-EPMC4684954 | biostudies-literature | 2015 Aug

REPOSITORIES: biostudies-literature