Communications: Dialysis Access Grafts

Brief: Identify effective language, imagery, and conceptual frameworks for developing advertising materials that effectively communicate the benefits and positioning of a novel dialysis access graft.

Countries: US and EU

Methodology: Qualitative: In-depth interviews with vascular surgeons, interventional nephrologists, and dialysis nurses.

The research explored:

• Detailed discussions with specialists to uncover the terminology, clinical priorities, and emotional drivers that shape decision-making around graft selection and implantation

• Systematic testing of visual elements including anatomical illustrations, procedural imagery, and patient outcome visualizations to determine which representations most effectively communicate product benefits

• Assessment of messaging hierarchy and value proposition framing that resonates across the multidisciplinary care team involved in dialysis access creation and maintenance

Outcome: Comprehensive advertising strategy guidelines including preferred terminology, visual design approach, and messaging frameworks that authentically connect with vascular access specialists and drive consideration of the novel graft technology.