Supporting Patients with Cancer

Objectives

As part of the Oncology Nursing in Practice platform, the Supporting Patients with Cancer programme was launched in August 2022. It aimed to showcase the effects of blood cancer treatment on female versus male fertility, as well as providing healthcare professionals with different ways to support preservation of their patient’s fertility.

Our approach

Developed by our CME division, PCM Scientific, the programme offers healthcare professionals a series of patient resources designed to explore fertility preservation from a male versus female perspective.

These patient-focussed resources, including frequently asked questions leaflets and videos, were designed to facilitate discussions surrounding fertility between patients recently diagnosed with leukaemia and their healthcare providers.

The videos provide high-level summaries on the processes of fertility preservation and why leukaemia treatment negatively impacts fertility, whilst the leaflets provide further information. Assets have been created to support oncology multi-disciplinary teams who may need to have potentially difficult and time-sensitive conversations about fertility preservation with their newly diagnosed patients.

Materials were written with the guidance of our expert faculty, including Professor Richard Anderson and Elsie Inglis Professor of Clinical Reproductive Science Head of Section, Obstetrics and Gynaecology from the University of Edinburgh, to ensure content was relevant and educational for our audience.

Utilising our Oncology Nursing in Practice community and our media brand Hospital Healthcare Europe, the platform was promoted to our audience of oncologists, oncology nurses, haematologists, and other healthcare professionals working within cancer care across the UK and Europe. Marketing tactics included bespoke emails, paid and organic social media (Twitter and LinkedIn), online advertising, and newsletter advertising.

The paid social media campaign via Twitter proved to be incredibly successful, generating a 21% click through rate and driving 90% of total website traffic.

Outcome

• 17,650+ website users
• 21% CTR via paid social media campaign

Feedback from our faculty has been very positive. “This project was plain sailing and very easy to work on with your team, delighted to have helped with this important work.” ­­– Professor Richard Anderson, Elsie Inglis Professor of Clinical Reproductive Science Head of Section, Obstetrics and Gynaecology, University of Edinburgh.

The marketing campaign has led to fantastic engagement across the Supporting Patients platform and individual resources within the first five months alone.