Creating an insights-led digital strategy to boost engagement
Client: Vision and Eye Research Institute (VERI)
Vision and Eye Research Institute (VERI), part of ARU’s School of Medicine, is a multidisciplinary research centre dedicated to reducing the causes and impact of vision loss. Working alongside NHS partners, community organisations, and public and private sector stakeholders, VERI conducts research to address some of the most pressing challenges in eye health and blindness prevention.
One of VERI’s key initiatives is the Diabetic Retinopathy Awareness and Prevention Programme (ARUDRAPP). Based on research involving patients in the UK and overseas, the programme identified cultural, linguistic, ethnic, and behavioural factors that can negatively affect diabetes management and increase the risk of sight-threatening diabetic retinopathy.
In response, VERI developed culturally and linguistically tailored awareness resources and training videos in English and multiple community languages. These interventions have benefited more than 171,000 people in the UK and internationally, including communities in Nepal, India, Thailand, and China. The programme has also supported the development of evidence-based awareness campaigns and improvements in patient care practices among healthcare professionals.
The challenge
Despite the programme’s success, VERI faced challenges in reaching wider audiences and increasing engagement with its educational content. The organisation wanted to improve the visibility of its training videos, strengthen its social media presence, and expand participation in its Community Champion Training Programme, particularly among culturally diverse and underserved communities.
Our consultancy project
Two student consultancy teams worked with VERI to investigate communication and engagement challenges affecting the programme. They analysed VERI’s existing communication activities and evaluated the effectiveness of its social media channels, including YouTube, Facebook and LinkedIn. They also examined factors contributing to low visibility and engagement and identified opportunities to improve audience reach.
The teams developed recommendations to increase engagement with VERI’s training videos through a strengthened social media presence and an improved digital communications strategy. They explored how different social media platforms could be used to reach target audiences and provided platform-specific recommendations for improving engagement. Students also recommended culturally and linguistically tailored content to better engage at-risk groups, their families, and wider communities.
In addition, they developed strategies to support the promotion and expansion of the Community Champion Training Programme, with a focus on attracting participants from culturally diverse and underserved communities. The teams also explored AI-supported health promotion approaches suitable for an organisation with limited marketing capacity.
What we delivered
The consultancy project produced a 178-page strategic report, including:
- A comprehensive market and communications audit
- A social media and digital engagement strategy
- Recommendations to enhance the Diabetic Retinopathy Awareness and Prevention Programme
- A volunteer and Community Champion recruitment strategy
- AI-supported health promotion approaches suitable for organisations with limited marketing resources
Impact
The recommendations provided VERI with a practical roadmap for improving public engagement and extending the reach of its diabetic retinopathy awareness initiatives. The client provided exceptionally positive feedback on the quality, relevance, and applicability of the work.
Doctor, Diabetes, Thyroid and Endocrine Care Centre
All participating students received a Consultant Certificate and personalised reference letter recognising their professionalism and contributions to the project. Following the consultancy, two student consultants were recruited as paid Research Assistants (Digital Engagement) in Summer 2025 to support implementation of the recommendations. These roles were created specifically because of the project, demonstrating both the value of the consultancy and employer confidence in the students' contributions.
This partnership highlights how ARU’s Business Clinic model connects student talent with real-world challenges, delivering meaningful outcomes for organisations while creating valuable employability opportunities for students.