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Dan Richards-Doran

Freelance Research Communications Consultant for Science and Technology | Dan Richards-Doran

Science copywriting, strategic communications and executive coaching for universities, research organisations, and industry.

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Made-to-fit messaging for a new academic centre

January 27, 2023 by Dan Richards-Doran

Funded by the Stoneygate Trust, the University of Leicester’s Stoneygate Centre for Empathic Healthcare is pioneering a robust new approach to medical education and training that positions empathy at the heart of healthcare delivery, fostering healthcare services that are fit for the future and happier, healthier patients.

The challenge

Following the development of a year 1 communications plan for the centre, the new-in-post academic team required copy for their website based on the made-to-fit messaging developed for their plan.

Approach

  • Website review.
  • The most motivating messages for stakeholders was identified based on a stakeholder analysis.
  • A common language was developed for the team to deploy has part of their own communications.
  • Using the common language, website copy was developed for a series of pages on the centre’s new website and their social media biographies.

Deliverables

  • Ready-to-deploy website copy outlining the centre’s aims, mission and activities with calls-to-action where appropriate.
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