Key Principles and Key Topics Menu

The modules on ‘principles of review’ and ‘principles of promotion’ introduced the idea that materials should be appropriate for their target audience and that the purpose of an asset is an important consideration.

Generally speaking our target audience will fall into one of the following categories, although some assets may be used with multiple audience types:

  • Health professionals
  • Patients
  • General Public
  • Media

In addition there are many potential purposes for communicating with these audiences e.g. promotion, education, scientific exchange, patient support, important announcements, etc.

All of the key principles of review and promotion covered in previous modules apply to materials for these audiences and for these purposes. However there are additional special considerations for each audience type.

This module will focus on the special considerations for materials designed for health professionals. (Separate modules will focus on patients, the general public and the media).

The term ‘health professional’ is usually considered to be wider than just prescribers and those directly involved in patient care. It also encompasses those who may purchase or recommend medicines (e.g. those who hold drugs budgets and those who contribute to local or national guidelines on use of medicines) and may also include certain administrative roles in health services.

Local rules on interactions with certain types of health professionals may vary. In any case, material should be tailored to meet the needs of different types of health professional. For example material for a hospital specialist prescriber may not be suitable for a budget holder.

Click on the key topics below for more information and some illustrative case studies.