Aurora's digital practice

Humans have a hunger to find answers to questions. We seek validation of our findings by talking to others...

This behavioural trend has becomes more prevalent in recent years thanks largely to technological developments.

The shift to rapid information proliferation is now a permanent fixture in our lives and provides opportunities to communicate about health in new and interesting ways.

In today’s world, whether you are launching a specialist cancer drug into secondary care or a new range of vitamin pills into pharmacy, there are two factors that a communications campaign must fundamentally address: search and dialogue.

The power of search...

People with health concerns, large or small, seek out information from trusted sources, on and offline. They are hunting to find answers to the questions they have. They go to a variety of information sources to find answers. Companies need to ensure that consistent, credible information about a product or service is available via a host of sources.

In addition to information from trusted knowledge hubs, consumers desire information from companies about their products and services. To be most powerful, this information must be presented in a range of relevant formats and with a value proposition that creates dialogue...

It's all about the dialogue...

Understanding the nature of the health conversations for a product or service is key. We need to ask:

• What is the emotional and intellectual undertone?
• How do social trends shape this discourse?

Aurora identifies ways for our clients to support these conversations by...

• Mapping the conversational environment
• Creating opportunities to tell our clients’ story
• Building belief in the story
• Helping trusted sources for health information tell the story, their way

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