Audience Stream: Take Part

There is some overlap in the audience with the Involvement audience stream. If it seems appropriate (e.g. opportunities to get involved with research) please consider posting on both channels, tailoring the content to each specific audience.

Get Involved (Be Part of Research) channels

Channels managed by: Social Media Delivery Group 2

Objectives

Sharing information that informs and supports patients and carers to be advocates for health research, including opportunities to directly participate and be involved in research. Also informs people about research outputs and national studies which they can get involved in.

Audience

  • Potential trial participants
  • Patients/carers
  • GPs (and health or care professionals) who are looking for information on behalf of patients
  • Engaged public
  • People living with health conditions

Content focus

The purpose of the audience stream is predominantly around engaging patients and the public  around the value of clinical research and the work of NIHR. This can be achieved through a number of ways:

  • Awareness raising of NIHR’s offer and range of services to help people take part (i.e. Be Part of Research, Join Dementia Research, Bioresource)
  • Awareness raising about the value and benefits for patients of taking part (a key aspect of instigating behavioural change - through motivation)
  • The impact of health and care research - how it makes a difference to society - by sharing NIHR news stories about research outcomes
  • Showcasing NIHR’s impact in specific areas (i.e.  cancer studies)
  • Highlighting the different ways in which people can get involved, signposting where appropriate.

Items this audience group favour and share most are posts promoting studies that have made an impact in  a particular area or are of interest to people with particular health conditions; personal testimonials; stories of successful recovery/treatments and news of research improvements. 

The language and tone of voice should be non-technical and convey concepts in simple terms, avoiding language that might be misunderstood.

Recommended content types

  • Persuasive tweets and content, with a focus on showcasing the work that NIHR does to patients and the public; celebrating impact; highlighting the different ways in which the public can get involved and the value of doing so; or signposting elsewhere where appropriate (i.e. Making a Difference Section / Be Part of Research).
  • Facebook is a more personal platform and is used as such by our current audience, with content that has a broad appeal and/or a relevance to the public typically performing better. Our Facebook channel is suitable for content that is of interest to patients and the public, with an educational and information-sharing focus.
  • Graphical
    • Stat/quote cards - showcasing the good work done by NIHR and promoting the organisation to patients looking to take part in research.
    • Photography - bringing NIHR and clinical research to life, showing the human face and personality of research.
    • Infographics - a visual representation of information that illustrates the benefits of taking part.

  • Editorial
    • Short form articles - showcasing NIHR’s work, or opportunities to get involved, potentially linking to longer form articles or case studies.
    • Personal testimonials/case studies - demonstrating how NIHR funded/supported research has helped change patients’ lives; improved scientific knowledge into specific areas of healthcare; or to reassure people about the safety of NIHR research.

  • Interactive
    • e.g. interactive films, opinion polls, quizzes, or surveys.

  • Video
    • Short films/animations - concise yet emotive films, showcasing the value of NIHR/clinical research. Containing calls to action.
    • Explainer films - videos that promote the benefit of taking part to patients, carers and HCPs looking on behalf of patients.
    • Live streams - such as Facebook Live Q&As, helping NIHR experts/researchers to engage patients and the public / while providing patients with the opportunity to ask questions to those in the know.
    • Looping video/GIFs - short films that cut through the noise and grab instant attention - conveying our key messages - and encouraging viewers to share.

 

 

 

 

 

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