EAUN edited summary campaign | Case Study

EAUN edited summary, Opencity Inc case study,

This new edited summary is an important step in implementing EAUN guidelines. As a knowledge translation enabler for practice, it supports nurses in making informed decisions about the care of patients.

This case study reflects two projects rolled into one. The first working with Wellspect Healthcare and EAUN to develop the edited summary of the intermittent catheterisation in adults guideline and second to configure the online campaign launch.

The European Association of Urology Nurses aims to foster excellence in urological nursing throughout Europe.

EAUN online campaign configuration

We worked remotely with EAUN based in Arnhem, The Netherlands, to review their current online platforms, namely; WordPress and MailChimp. We then recommended WordPress plug-ins, including HubSpot Marketing Free. An RSS feed campaign template was selected to allow automation from the EAUN website landing page. Appropriate copy and Call-to-Action images, including the featured image above, were created to communicate the value of completing the sign-up form. These were all optimised for search engines. A second MailChimp email to those that downloaded the edited summary directed them to PDF resources. The standalone resources are intended as practice enablers for nursing staff.


“John has assisted our organisation in the creation and launch of an automated online campaign for the EAUN summary guidelines, and he did a very professional job: he built a flawless campaign in MailChimp, HubSpot, and WordPress for the launch of the summary with automated emails to subscribers. He gave us clear and regular communications about the progress, and on top of that, he made good suggestions for improvement of our websites and the findability of the websites and about how to promote our activities as a non-profit organisation. All supported by print screens to make it clear to people like me who are not specialised in web terminology,” commented Hanneke Lurvink, EAUN.


Guidelines edited summaries

EAUN guideline edited summary, Opencity Inc. case study, sponsored by Wellspect HealthCare

We see considerable benefits in producing edited summaries of clinical guidelines.

  1. Knowledge dissemination. In fact, we have seen the number of downloads of full guidelines increase as a result of producing edited summaries.
  2. Deeper and broader relationships between the medical device companies, the guideline organisation and the guideline authors.
  3. As a tactical way to build thought leadership and online authority for both the guideline publishing organisation and the sponsoring company.

There is a strong rationale for planning the launch of the full guideline, edited summary, and enablers for practice simultaneously.

Wellspect HealthCare

Wellspect HealthCare sponsored the production of this edited summary. A subsequent pocket-sized version was launched at the 2017 European Urology Association (EAU) & EAUN Congress at ExCel London. In the short video below, Rachael Chapple, education manager at Wellspect HealthCare talks after the launch session by EAUN guideline chair Susanne Vahr.

Opencity Inc. can help you build thought leadership and online authority. Our free online presence assessment below is a great jump off point.


Images copyright of EAUN