Refining HCP Messaging to Address Barriers to Engagement

Our Challenge: A global vaccine manufacturer sought to optimize HCP messaging, but engagement varied widely across HCP audiences. Despite extensive materials in market, some HCPs deprioritized vaccination conversations, others hesitated due to anticipated patient resistance, and some favored alternative options — creating uncertainty about which messages would resonate, and with whom. 

Our Unique Approach: We led an end-to-end, behavioral science-driven message refinement effort for HCP communications. We reviewed existing research and materials, mapped messages to HCP archetypes and underlying barriers, and applied behavioral science frameworks to refine existing messages and develop new ones. All messages were organized across archetype × barrier × strategy × channel. 

Successful Outcomes: The client gained a clear, behaviorally grounded framework for addressing distinct HCP mindsets and decision constraints. The work enabled more targeted, confidence-driven message deployment and provided a structured foundation for optimizing HCP communication across channels.