Table 2 Brand transformation exercise, detailing patient insight, desired transformation and what they need to know/believe to achieve this
[A] Patient insight at diagnosis | [B] Desired transformation | [C]Reasons to believe |
|---|---|---|
How patients feel at diagnosis | How we want patients to feel when they hear about the study | What young people need to know in order to get from A to B |
Apprehensive | ‘Want to be part of this!’ | Aims and objectives of study |
Apprehensive | Comforted | Approachable |
Confused | Feel like their views are important | Approachable |
Curious | Feel wanted – take part in national study | Communication – telephone, email etc. |
Depressed | Feeling safe [details about them in study are confidential] | Getting answer |
Eager | Helped | Groovy updates |
Feelings at Diagnosis | Hope | Hope |
Frustrated | Interested | How will it help? |
Hope | Intrigued | Inclusive |
Horror | Making a difference | Info about survival |
In denial | Open | Inspired |
Lonely | Part of the future | Longer term |
Lost | Positive | Meet people like you |
Not interested | Secure [non-isolated] | Not to be alone |
Not interested [in study] | Sense of helpfulness | Notice boards |
Outcast | Supported | Persuasive |
Over loaded | To be driven | Point of contact |
Over loaded | To be focussed | Regular newsletter |
Over whelmed | To get involved | Simple |
Pressured | Want to be part of it, want to make a difference | Something to look forward to |
Hurt | Survival | |
Relieved [answer] | User friendly | |
Scared | Website | |
Shocked | Welcome packs | |
Unknown/uncertainty | What will it achieve? | |
Unlucky | You’re not on your own | |
Upset | ||
Why |