Healthcare Marketing Research Campaign

King's College London's Hidden CKD Project: A Multichannel Marketing Campaign for Healthcare Advocacy

CLIENT

King's College London

SERVICE

Healthcare Marketing

YEAR

2023

SERVICES

Marketing Consultancy, Creative Production, Web Development, Community Engagement

King's College London Chronic Kidney Disease Project 2023

The Client: King's College London, Researching Kidney Disease in African Caribbean Communities

Eagle London Collaboration with King's College London to Raise Awareness of Kidney Disease Among African Caribbean Communities

Eagle London, a multidisciplinary agency specialising in marketing consultancy, creative production, and tech solutions, partnered with King's College London (KCL) to address the prevalence of kidney disease in individuals of African Caribbean descent. The "Hidden CKD" project aimed to raise awareness, encourage regular testing, and educate the community about their genetic predisposition to kidney disease.

The collaboration was motivated by KCL's research, which identified a gene predominantly found in people of African Caribbean descent that increases the risk of kidney disease. KCL sought Eagle London's expertise to develop a genuine and impactful engagement strategy to reach the target community effectively.

The Objective: How to use a Marketing Agency to Target and Encourage African Caribbean Communities to Engage with the Research

The primary objectives of the project were:

Raise Awareness — Educate the African Caribbean community about the genetic risks of kidney disease and the importance of early detection.

Drive Engagement — Encourage community members to participate in kidney health testing and workshops.

Empower the Community — Train volunteer "Kidney Champions" who can disseminate information and support community health initiatives.

Strengthen Research — Increase participation in kidney health testing to support KCL's ongoing research.

The Approach: Using Eagle's Core Capabilities, Marketing Strategy, Creative Production and Web Development to Create a Holistic Engagement Strategy

Eagle London's approach was grounded in collaboration, research, and community engagement. The project was executed across our three divisions: Marketing Consultancy, Creative Production, and Tech Solutions.

Understanding the Condition — We engaged with KCL and Kidney Care UK specialists to better understand kidney disease, its genetic links, and its impact on the African Caribbean community.

Community Research — We researched to understand the target community's attitudes toward healthcare and identified barriers to engagement. We partnered with local organisations to build trust and access the target audience.

Strategy Development — We developed a comprehensive engagement strategy that included: a communication plan to raise awareness about kidney disease, workshops and seminars to facilitate engagement, community kidney testing events, and the recruitment and training of volunteer Kidney Champions.

The Outcome: Successfully Engaging African Caribbean Communities in a Targeted Healthcare Marketing Campaign

The Hidden CKD project achieved significant success, surpassing initial expectations:

Geographic Expansion — What began as a pilot project in Southeast London has extended to other regions and even gained international traction.

Kidney Champions Initiative — Over 100 volunteers have been trained as Kidney Champions, actively educating and supporting their communities.

Community Engagement — The project's communication strategy generated widespread awareness, leading to over 250 attendees at each workshop. The project team is oversubscribed with requests to host workshops in various communities.

Health Impact — The initiative has saved lives by promoting early detection and treatment of kidney disease. It has also reduced future healthcare costs for the NHS by preventing advanced cases of kidney disease.

King's College London's Hidden CKD Project: A Multichannel Marketing Campaign for Healthcare Advocacy
King's College London's Hidden CKD Project: A Multichannel Marketing Campaign for Healthcare Advocacy

Client Testimonial

"From the outset, Eagle stood out as a company that combines strategic digital thinking with genuine purpose. Their understanding of how technology, community-based design, and content can drive meaningful health outcomes was a key reason we chose to work with Eagle. They ensured the Hidden CKD platform was accessible, engaging, and clinically credible, translating complex medical research into a digital experience that resonates with both professionals and the public. The site has significantly strengthened our outreach and visibility, supporting our mission to improve CKD awareness at scale."

Dr Kate Bramham, King's College London

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