To increase the penetration of cochlear implants amongst children with profound hearing impairment in China within urban, high-income groups. To identify and illuminate the patient behavioural journey and the steps within it. To understand triggers and barriers to conversion and key points of influence on the journey.
Expert interviews (charity, campaigner, academic) to understand the evolving landscape and socio-cultural context for the hearing impaired and the challenges they face
Expert interviews with teachers of the deaf & rehab specialists, as well as with ENT doctors, surgeons, and audiologists to understand children's’ needs and the emotional state of parents
Telephone interview, diaries, and ethnographies with parents, cochlear recipients & candidates – end-to-end journey mapping, identifying behavioural biases, influencers, needs and potential solutions
Identified the stages of the journey and key psychological inflection points [points of maximum behavioural influence] and within these, the triggers and barriers to conversion.
Defined the type of content consumers seek at different stages of the journey and how to anchor and frame key messages – bringing alive how key touchpoints can influence and drive decision making.
Delivered an activation toolkit focused around five solutions that leveraged key behavioural biases observed in the study. Toolkit is supporting brand positioning and communications development and informing product enhancement ideas.