The Flemish Patient Platform
Advocacy is not a passive process, and the Flemish Patient Platform knows this better than anyone. But they wanted to do more than just represent patients’ voices: they also wanted to make their own voice heard more clearly and get more people on board. Together with the VPP, we developed a well-thought-out communication strategy, ranging from sharply defined personas to an engaging newsletter.
The customer
The Flemish Patient Platform represents some 125 organizations, which are primarily dedicated to supporting people with chronic conditions. Their mission? Advocacy with a capital A. They listen to feedback from their constituents and translate it into concrete actions. Think of lobbying, research, or initiatives to shake up policymakers. So they’re not passive observers, but doers who make the voice of patients heard loud and clear. A membership organization with a big heart and a healthy dose of drive. But of course, we already knew that.
The question
The VPP wanted to reach a larger and, above all, more engaged audience. They were looking for more interaction and engagement—not from their member associations, since those are already on board, but from the people who feel connected to those associations. From social media to the newsletter to events: the VPP asked us to help them reach a wider circle of people and get them on board with their story.
The Challenge and Impact
During our collaboration with the VPP, we held three concrete, practical workshop sessions. In other words: sessions that helped the Flemish Patient Platform work in a more targeted way across the board, both digitally and in their campaigns. In the first session, we focused on defining personas. People with chronic illnesses—what characterizes them? What are they looking for? They often have a hard time, and that should simply be acknowledged—without putting on those eternal rose-colored glasses. Our goal was to recognize their reality.
During the second session, we focused on optimizing the customer journey. We took a critical look at the VPP’s two main target groups: patients and associations. What were they communicating to these groups, and what should they actually be offering based on the new personas? The policy messages they were sending out were often too nuanced, and the gap between those messages and the target groups’ needs was too wide. So we taught them to communicate in a more practical way, along the lines of: “You’re eligible for this benefit, and here’s how you apply for it.” In short: fewer barriers, more concrete help.
The third session focused on the most important communication channel: the VPP newsletter. How could they ensure that patients signed up for it, became active participants, and ultimately joined a patient organization? We put together a detailed campaign plan, covering everything from raising awareness to sign-ups and membership. For example, the VPP launched a petition on Instagram addressing prejudices against people with chronic conditions. This campaign enabled them to collect data while simultaneously building their community.
The collaboration
The collaboration with the Flemish Patient Platform centered on interactive sessions and was therefore particularly hands-on. Communications staff, a policy officer, and a representative from a member organization were all involved. This led to valuable insights and smooth coordination between policy and communications. After each session, the VPP took immediate action, ranging from revising email marketing to updating campaigns. Whereas communication used to play a more isolated role, it now took center stage in the strategy—resulting in a much greater impact.
Does this case appeal to you?
We'd be happy to listen to the specific needs of your organization. We'll come as a pair to listen to your request and make an initial proposal. Based on the feedback and further co-creation, we'll provide a final proposal.
