Definition of an online and offline communication strategy for the development of the awareness and the consideration of proton therapy in Belgium

Abstract

IBA is medical technology company based in Louvain-la-Neuve. It develops, manufactures and commercialize innovative solutions such as proton therapy, which is the most advanced form of treatment in the field of radiation therapy. IBA’s current problem is that proton therapy is unknown to the mainstream market as a solution to cure cancer. Moreover, the medical staff does not suggest this type of treatment to its patients because of a lack of scientific proof to support the advantages of proton therapy over conventional x-rays. If patients do not know it exists , they will not look for information in order to be treated in a center. If there are not any patients to treat in centers, there is no need to build some more. Finally, if potential investors or hospitals do not want to invest in a proton therapy center, IBA’s sales will dramatically decrease. This is why this project is focused on the development of the awareness and the consideration of proton therapy through a structured online and offline communication strategy. In order to build a relevant content strategy that specifically answers the needs and expectations of patients, a qualitative research has been carried, which the results are detailed in the present document. The communication objective is to develop the awareness and the consideration of proton therapy in order to make the technology become a more trending practice in the treatment of cancer than it is today. The final recommendation is represented by the communication plan’s architecture, which is based on two main elements: making sure the owned media are ready in terms of content and properties and driving traffic to these properties through paid media campaigns.