Ddb Knowledge Cafe Case Study

Objective: to promote dialogue amongst the colorectal cancer community DDB proposal: • to hold a high profile ‘educational’ events • to encourage free exchange of differing views to bring about enhanced understanding and management of CRC • to allow faculty to guide topics for discussion to ensure they reflect current areas of interest and relevance • to broaden the sharing of knowledge by encouraging physicians to freely exchange views and experience • to provide opportunities for long-term communication strategies

What is a Knowledge Café?

A Knowledge Café is a means of bringing groups of people together in an informal setting to have open creative conversations on topics of mutual interest, to share ideas and to gain a deeper collective understanding of the subject and issues involved

The format of the meeting is key

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The Café style is designed to create a relaxed and informal environment to stimulate discussion and free exchange of views

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A Knowledge Café provides an opportunity to understand HCPs and how they see the future of patient treatment

How does a Knowledge Café work? •

The format, theme and objectives of the event were explained by the facilitators as a group

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The delegates were split into small groups, and encouraged to discuss the chosen issue freely

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A facilitator, was assigned to each group to aid discussions and record outputs

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After 30 minutes, each facilitator moved table to discuss a different issue with another group

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All groups were then brought together for a final discussion of points covered

Knowledge Café in detail

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Meeting held in an art gallery in Barcelona

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Approximately 40 delegates from across Europe attended, with discussions facilitated by key opinion leaders

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Highly interactive meeting

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All attendees engaged in lively and fruitful discussions

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Very interesting discrepancies in practice identified across Europe

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Excellent feedback from faculty members

Feedback and key learnings •

Positive feedback received from client attendees and external delegates

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Faculty appreciated the opportunity to be involved in a more innovative event

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Feedback confirmed physicians appreciated the opportunity to engage in conversation with their European colleagues in an informal setting

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Positive opinions of ‘innovative’ approach to meetings received

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Willingness to participate in further initiatives

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The need for further innovative approaches to encourage sharing of best practice raised by faculty members

Feedback It was a pleasure to collaborate with your initiative. Congratulations for your excellent work. Best wishes Professor X, Spain

It was also a pleasure for me to participate to such an innovative concept. Professor Y, France

I am very pleased with how the KC went. Why don’t they run more meetings like this? Professor Z, Italy

The location was very nice and contributed a lot to the success of the event. The logistics went smoothly and everything was well planned and well managed. Senior brand manager, Company X