CELA® is a consulting + research process to create and refine the communication of healthcare products, services and organizations.  CELA stands for:  Create, Expose, Listen, and Analyze.

Benefits of CELA®

• Rapid  creation and optimization of messages
• Determination of optimal message flow or story that supports the positioning
• Compelling to preset goal
• Credible
• Concise
• Complete
• Interesting
• Simplification/reduction of messages
• Customization of messages to diverse audiences/countries
• Identification of FAQs and handling guidelines
• Internal alignment for rapid implementation

Information Obtainable through CELA®

• Relevant current perceptions/behaviors
• Decision mapping/remapping
• Overall impact of the communication
• Perceptions of product/service
• Projected behavioral changes
• Remaining questions
• Message response segmentation
• Detailed assessment of each message:
• Impact
• Clarity and credibility
• Relevance
• Similarities and differences among audiences and countries

Steps of a CELA® Project

• B+N training on
• Successful healthcare story structures
• Subtle linguistic indicators of message impact
• B+N facilitation of internal brainstorming to
• Align on communication/motivation goals
• Create alternative messages and flows
• Developmental interviews + debriefs/brainstorms to optimize the messages/message flow through observed audience reactions and continued internal stakeholder brainstorms
• Testing interviews (ideally an on-line survey with qualitative follow-up to define response segments) to understand consistency of response
• Final presentation with your prior review

Examples of CELA® Projects

• For a new biologic for RA, creation of a differentiating draft launch label profile as input into trial design and a conjoint to model uptake with differing Phase III results
• For a new injectable asthma medications, creation of US and EU physician message flows reflecting regulatory differences;  in addition, created messaging for a US patient brochure
• Creation of public health messaging to encourage MDs to inform teenagers of a new vaccination
• Creation of a US payer message flow for established antidepressant receiving a new indication

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