Changing behaviour
Too Much Blue
Project Support: Healthcare Professional facing campaign
Campaign strategy · Content creation · Stakeholder engagement · Graphic design · SEO · Reporting
The challenge
More than 100,000 people in Humber and North Yorkshire live with asthma, with historically high levels of blue inhaler prescribing across the region.
The HNY Respiratory Network had developed new, unified asthma guidelines, but the challenge was getting clinical teams across the region to understand the changes and put them into practice.
The campaign needed to explain a complex clinical issue clearly, reach healthcare audiences and support a reduction in the over-prescribing of blue inhalers… and to add a complication to the mix, the healthcare professionals leading the campaign had unilaterally decided the campaign would be called ‘Too Much Blue’ a recognisable phrase across respiratory teams.
My role
In collaboration with the clinical team, I developed the campaign messaging, creative and approach; guiding the team in how best to communicate and encourage engagement. We landed on the idea of physical materials for clinicians, supported by a number of education webinars.
A large part of the project revolved around building the campaign webpage, where my challenge was distilling highly complex clinical information into SEO-focussed web copy.
8 of 30 practices saw a significant prescription reduction
22 of 30 practices showing a downward trend
3 Oversubscribed training webinars
150+ post-event webinar views
300 guideline explainer video views
Top 5 most visited pages on the partnership website
The campaign turned a complex clinical issue into clear, practical communications that healthcare professionals could understand and use.
The webpage became a central hub for the new guidance, supported by SEO-led content and explainer videos. Ready-to-use communications materials also helped clinical teams share the information consistently with colleagues and patients. The approach was targeted too, using prescribing data to identify practices where there was the greatest opportunity for change rather than taking a one-size-fits-all approach.
Most importantly, the early results showed that 8 of the 30 practices identified as outliers had seen a significant reduction in blue inhaler prescribing, with the remaining 22 showing a downward trend.