The Foundry creates marketing strategy for Diabetes UK

The Foundry has been appointed to develop a healthcare professional (HCP) targeted marketing strategy for Diabetes UK. This registered charity is aimed at fighting the UK’s biggest health crisis by campaigning for, and supporting everyone affected by, Type 1 and 2 diabetes.

It’s esti­mat­ed that 10% of the NHS bud­get is spent on man­ag­ing dia­betes, equat­ing to a stag­ger­ing £286 per sec­ond. Dia­betes UK aims to reduce the pres­sure on NHS resources and patients by facil­i­tat­ing self-care and improv­ing compliance.

To achieve this, the char­i­ty has invest­ed in a free online edu­ca­tion plat­form, The Learn­ing Zone, devel­oped in part­ner­ship with patients and health­care pro­fes­sion­als. It is designed to offer per­son­alised infor­ma­tion and sup­port, from ini­tial diag­no­sis to the long-term man­age­ment of the condition.

Dia­betes UK has set them­selves an ambi­tious tar­get of signed-up patients for the edu­ca­tion­al plat­form in 2020 and have appoint­ed The Foundry to help them devel­op a strat­e­gy and cam­paign proposition.

To max­imise bud­gets, The Foundry focused on HCPs on the Type 2 treat­ment path­way and con­duct­ed a series of 60-minute tele­phone depth inter­views with GPs, Dieti­cians and Dia­betes Nurse Spe­cial­ists, to gain a deep­er under­stand­ing of how the edu­ca­tion­al plat­form fit­ted with exist­ing offering.

The insights from the research fed into the devel­op­ment of a work­ing ses­sion, where the agency and char­i­ty came togeth­er to devel­op a cam­paign strat­e­gy and cre­ative mes­sag­ing propo­si­tion for the edu­ca­tion­al portal.

With a clear strate­gic direc­tion, Dia­betes UK will be able to encour­age more health­care pro­fes­sion­als to make space for the Learn­ing Zone in their patient edu­ca­tion pro­gramme and meet their tar­get for patient recruitment.

Head of Health­care at The Foundry, Anna Scott, added: Every cam­paign we cre­ate at The Foundry is built on insight. We ran a very suc­cess­ful research project and strate­gic work­shop with the Dia­betes UK HCP team, the strate­gic out­put has pro­vid­ed them with the strate­gic direc­tion they need to pro­mote the Learn­ing Zone successfully”.