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Early detection of child development can change the trajectory of a child’s life. Evidence--based screening tools designed to rely on parent observation have proven to be extremely effective. The challenge was getting the tools into the hands of families. Recognizing the influence doctors have on their patients, we took a different approach. Instead of marketing to the families, we created a campaign aimed at pediatricians. Our strategy worked and included tactics such as a physician kit, compete with promotional posters and brochures for distribution to patients, quick and easy tear-off pads that reminded patients to use the tools, and an algorithm regarding the screening process for reference.
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