How to build behavioural-based audience insight

General information


Don’t default to COM_B!

This is next level training for healthcare communicators developing insights and audience personas to inform strategy and planning. It is highly recommended you complete the full day training first .

Trainer - Ruth Dale -  Award-winning behavioural science marketer

  • Behavioural science frameworks and theories of change explained. How to choose one.
  • When to use COM_B and the Behaviour Change Wheel to inform your strategy
  • Get inside your audience’s head! How to develop behavioural insights – fast and with low budget – bringing it together.
  • How to develop personas to inform your planning and strategy and improve working with clients and stakeholders.


  • Who is it for?
  • Healthcare communicators
  • Marketing managers
  • Change programme – transformation managers
  • Internal communicators
  • Patient engagement leads

Specifically professionals working with and in NHS,  public health, pharma where theories of change are required. You may be at tender stage or developing strategy or creative.  You may be seeking to start using behavioural science more deeply but are unsure which strategy to adopt. COM_B is the popular kid but it may not be the right fit! This training will show you how to know what to use, quickly and with confidence so you can start developing audience insights.

As it is more beneficial to do both this course and Behavioural Change Marketing together to get the full effect of the training, we are offering our members a discount rate if they attend both courses. If you wish to attend both courses, you should sign up here!

Biography: Ruth Dale

Ruth Dale is a coach, trainer, and podcast host of the Behaviour Change Marketing Bootcamp. She has applied behavioural science to marketing and communications for over 15 years to tackle society's biggest challenges, including vaccination, smoking, weight loss, getting active, and mental health.

Ruth has won awards for work on antimicrobial resistance, skin cancer, and reducing demand in A&E. She strongly believes that marketing can have a positive impact, which was demonstrated when she won the HSJ Award for Social Marketing.

Ruth has worked in various roles across the NHS, including in Primary Care Trusts, Public Health in Local Authority, and Public Health England. She has experience running a busy comms department with no budget, responding to press, planning strategy, delivering multiple campaigns, and managing stakeholders.

Ruth is passionate about behavioural science and believes it can add missing notes to the harmony of any campaign.

£250.00 per person (ex. VAT)

£150.00 per person (ex. VAT)

£150.00 per person (ex. VAT)

£250.00 per person (ex. VAT)
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How to build behavioural-based audience insight

Online Training

Wed 28 Feb 2024

9:15 AM - 12:15 PM GMT
(10:15 AM - 1:15 PM CET)

25 places remaining