I visited Great Ormond Street Hospital, Southampton Children’s Hospital and the Neville Childhood Epilepsy Centre to meet with nurses, parents and children with epilepsy who were using VNS therapy. Through surveys and interviews, I learned what it’s like to care for children with epilepsy and how treatment decisions are made. Some of the insights gained were new to the client, so valuable in and of themselves. Most importantly, I was able to write the new brochure in a way that reflected the target audience’s specific situations and addressed their concerns.
‘Know your audience’ is a theme for me because I believe it’s critical for effective communication. Sometimes there is no budget or time for hearing first-hand from a target audience, but the marketing results are usually poorer for it. I was pleased this client understood the importance of finding out what the target customers already knew and where knowledge gaps existed. And I’m happy to say the new brochure copy hits the mark.