STANDOUT STYLE
STANDOUT STYLE
FROM PAPER TO PRACTICE
Complex clinical guidelines transformed into a multi-audience communications ecosystem — reaching patients, clinicians, and national health organisations across 138 countries simultaneously.
Content Strategy · Knowledge Translation · Scientific Communications · Press Operations · Multi-Audience Strategy
About the Organisation
EULAR's clinical treatment recommendations represent the gold standard of global rheumatology practice, developed through rigorous scientific review and adopted by national health authorities worldwide. Despite their authority, the recommendations were traditionally published as 20-page academic manuscripts — accessible to specialists but largely unreachable by the patients, community clinicians, and national health organisations who needed them most.
The Oportunity
A knowledge translation strategy was designed to close the gap between scientific publication and clinical and patient impact. The static PDF model was replaced with a modular asset library: visual abstracts for quick clinical reference, lay summaries in accessible language for patients, and localised media kits enabling national member organisations to launch their own versions simultaneously. A press architecture was built to synchronise global media coverage across all 138 countries at the moment of publication, maximising share-of-voice and reinforcing EULAR's position as a service-oriented organisation rather than simply a publisher.
The result was record engagement for scientific content across EULAR's digital channels, accelerated clinical adoption of new recommendations, and a fundamental repositioning of the organisation's relationship with both its specialist and patient communities.
