The Flemish Patient Platform
Advocacy is not a passive process, and the Flemish Patients’ Platform knows that better than most. But the organisation wanted to do more than represent patients’ voices: it also wanted to make its own voice heard more clearly and engage a wider audience. Together with the VPP, we developed a focused communications strategy—from clearly defined personas to a newsletter people wanted to read.
The client
The Flemish Patients’ Platform represents around 125 organisations, most of which support people with chronic health conditions. Its mission? Advocacy with a capital A. The VPP listens closely to its members and turns what it hears into concrete action—through lobbying, research and initiatives that prompt policymakers to act. These are not passive observers, but people determined to make patients’ voices heard. The VPP is a membership organisation with a big heart and real drive. But then, we already knew that.
The question
The VPP wanted to reach a larger—and above all, more engaged—audience. It was looking for greater interaction and involvement, not from its member associations, which were already on board, but from the people connected to them. From social media and its newsletter to events, the VPP asked us to help it reach a wider community and engage more people in its mission.
The challenge and impact
During our work with the VPP, we ran three practical, hands-on workshops designed to help the organisation communicate with greater focus, both online and through its campaigns. The first centred on defining personas. Who are people living with chronic illness? What matters to them, and what do they need? Their lives can be difficult, and honest communication should acknowledge that rather than glossing over it. The aim was to recognise and respect their reality.
In the second workshop, we examined the audience journey and took a critical look at the VPP’s two main audiences: patients and patient associations. What messages were they receiving, and what should the VPP be offering them based on the new personas? Its policy messages were often too nuanced, creating too great a gap between the communication and the audiences’ practical needs. We helped the VPP communicate more directly: “You are entitled to this benefit, and here is how to claim it.” Fewer barriers, more practical help.
The third workshop focused on the VPP’s main communication channel: its newsletter. How could the organisation encourage patients to subscribe, become active participants and ultimately join a patient association? We developed a detailed campaign plan covering every stage, from awareness and sign-up to membership. One result was an Instagram petition challenging prejudice against people with chronic conditions. The campaign helped the VPP collect valuable audience data while building a stronger community.
The collaboration
Our work with the Flemish Patients’ Platform centred on highly interactive, hands-on sessions. Communications staff, a policy officer and a representative from a member association all took part, bringing valuable insights and helping align policy and communications. After every session, the VPP took immediate action, from reworking its email marketing to reshaping its campaigns. Communication moved from the margins to the heart of the organisation’s strategy, significantly increasing its impact.
The Flemish Patient Platform had support of these team members
Does this case appeal to you?
We would be happy to discuss your organisation’s specific needs. Two of our consultants will meet with you to explore your request and develop an initial proposal. Based on your feedback and further co-creation, we will then prepare a final proposal.
