Securing PIF TICK accreditation to support behaviour change

The challenge

Our medical device client was looking for ways to overcome the issue of a lack of adherence in a particular segment of their patient population – people recently diagnosed with Type 2 diabetes. They wanted to update their patient information and were looking for ideas to freshen up the approach that they’d in the past.

Our approach

We looked at the patient materials and from our perspective, they seemed to do a really good job. Non-judgemental tone – tick. Authentic imagery – tick. Not too long – tick. Not being people who like to spend our clients’ money unnecessarily, we suggested that we ask a few people newly diagnosed with Type 2 diabetes what they thought of the materials. This idea led into a small research project, where we recruited people from different backgrounds, ages, ethnicities and educational levels. During individual interviews, we stepped through the patient information to get feedback from people about what they understood by the messaging and how they found the design.

These discussions revealed issues that we would not have spotted as relatively health literate communicators, for example what the numbers in copy meant (references). The discussions also provided ideas, like analogies to better understand the relationship between blood glucose and food.

Trying not to feel that are jobs were under too much threat, we embraced these ideas and recommended that we co-create the updated materials with some individuals from the research. Furthermore, we suggested we get the materials PIF TICK accredited. PIF TICK is a quality certification from the Patient Information Forum that shows the information is produced to the highest possible standards.

The results

The materials met the criteria for the PIF TICK accreditation. The client decided to pilot the new materials against the old to secure data that demonstrates the ROI of co-creation. The pilot showed that people using the new materials were 23% more likely to use the device for at least three additional months than people who were given the old materials. The new materials secured the client an internal award for excellence and are now being translated and tested by two other markets.

What this shows

We are not the experts when it comes to really understanding how our content lands with the end user. For change to happen, we have to be open to slowing down and asking the right questions or the right people. A great example of how better questions lead to better health outcomes.

Want to know how to improve your patient information? We know the people to ask.