Reflection: Learning Launch

Challenge:

Educating initiatives for the Chronic Kidney disease patients on the Diet and Nutrition aspects of  Disease,  as the disease comes with lot of restriction in Dietary habits. The patient has lot of questions  regarding what is the right type of diet for him, but the most of the questions do not get answered at  the Clinics due to paucity of time. The challenge is to address it by creating credible patient awareness  content and providing one stop platform for the patients and care givers.

Selection:

The chronic kidney patients do not have many dedicated credible source available online on diet and  nutrition. Keeping in mind learning launch tool quick feedback/in sighting process we interviewed 5  Healthcare Professionals to understand the severity of this problem and also conducted the one on one  interview with 10-15 patients in a week’s time. We tried to understand the different platforms through  which patients try to get the information currently and how authentic that knowledge base is.

Application:

With the learning and feedback received from the market research we found that most of the patients  are not interested in reading and would like to view the informative content. The patients were  searching youtube for Videos on diet and nutrition. We decided to create a dedicated youtube channel  for educating the Chronic Kidney Patients on Diet and Nutrition. We generated credible content with  help of expert renal nutritionist and nephrologists. Also, the content was vernacular as lot of patients  requested for the same during our interaction with them. The channel is promoted organically and also  due to the quality of content being recommended by the peers and HCP to the patients.

Insights & Approach:

India is a vast country with lot of different languages and eating habits. We need to create the content  keeping in mind the regional eating habits and the preferred languages in those areas. Also, we need to  promote the platforms through other social media platforms available to maximize our increase to  Kidney disease patients.

We internally developed patient education content, content shared by the healthcare professionals, also  planning to add the Success stories of Patients who are coping well with the disease.

We saw a good traction in the channel with more than 2k subscribers. The learning that we got is that  we need to be regular in posting the content and try to make the videos more interesting with a short  duration of 5-7 minutes.

The learning Launch tool helped us in quick insights and enabled quick action within limited budget.

At the end we are happy that we are trying to address the need gap that currently Chronic Kidney  disease patients have and hopefully it would result in better outcome for the patients in longer run.

Regards,

Laxman Patil

