Engage and Empower with Behavioral Science
MicroMass was featured in the March issue of MM&M. The issue profiled 2 behavioral marketing programs that illustrated challenges that resonated with patients. Read the MM&M article. Know Your CLL was a program developed by MicroMass, to help people with chronic lymphocytic leukemia (CLL). People with CLL spend years watching and waiting. How can behavioral science help them take action and stay engaged when so many factors are out of their control? The MM&M article details how MicroMass used behavioral science to empower patients. In order to accomplish this, MicroMass teams contributed in-depth research and a solid understanding of the patient experience to help keep patients committed and active over time. The goal was to empower patients to more deeply engage in their care and treatment plan. In the article, senior account director Will Stewart and behaviorist Kei Alegria-Flores discuss how MicroMass developed the “Know Your CLL” campaign. Working with Pharmacyclics and Janssen, MicroMass provided patients with the tools to remain active while in the watch-and-wait period. By redefining that time as “Watch and ACT,” the campaign has helped patients improve their communication skills and retain their sense of autonomy.
“Our behavioral analysis confirmed that there is a huge unmet need in the watch-and-wait audience — or in what some patients call the ‘watch-and-worry’ period,” Stewart explains. “The evidence tells us that patients’ reaction to diagnosis and the watch-and-wait period is complex,” Alegria-Flores says. “During this time, patients often struggle with lack of information, anxiety and a perceived loss of autonomy.” MicroMass created a custom behavioral approach with three components — acknowledge, communicate, track (ACT) — containing messaging and tools. This is just one example of how MicroMass continues to harness the potential of behavioral science, transforming research into empathy, empowerment, and skill development for the patients who need it most.
Read the MM&M article.