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Building on Theories of Change

Clark Admin

September 11, 2018


In our recent press release announcing the launch of our Delivering ChangeTM planning model, we mentioned how we were inspired by Theories of Change.

In this 3 minute blog we’ll provide a some background on theories of change; what they are, how they work and how we’ve built on this to create CHC’s unique model.

What are they?

Theories of Change are powerful tools used by businesses, government and Non-Governmental Organisations to define and plan for specific change.

They have been developed and implemented by organisations such as Comic Relief and the UK Department for International Development, as well as being a critical component of investment decisions by major companies including UBS. The use of these theories has allowed change to be delivered in vital areas of health and wellness around the world including family planning, preventing malaria and tackling HIV and STIs.

So what?

Upon researching into these theories, they immediately struck us as bold and ambitious but also possessed structure and clarity. Three powerfully relevant features to our work included:

  1. Theories of Change drive a really high level, ambitious change from the outset. This is about beginning with the end in mind. It’s about having a clear, big fat hairy goal to deliver. This ambition inspires a different level of creative drive and this focus ensures you build a true campaign, where each activity makes a specific measurable contribution, rather than ending up with just a collection of projects.
  2. Because they are absolutely focused on achieving a specific outcome, the decisions about how to measure success are embedded from the start. In pharma and healthcare communications we are still struggling to ensure that all activities are properly measured – too often it’s not prioritised within budgets or a quest for the perfect KPI means more pragmatic measures are overlooked. Now there are no excuses and no escape.
  3. How many times have you seen a programme or project not fulfil its goals because a key assumption wasn’t challenged, or risks weren’t identified and addressed? ToCs build in a strong prompt to challenge assumptions and identify potential risks for different elements of a plan.


The Delivering ChangeTM model builds on these key elements to create an approach specifically adapted to and focused on health and medical communications.


Want to chat?

To discuss how the Delivering ChangeTM model could help you and your brand please contact us at hello@clarkhealthcomms.com or call 020 7492 1900.

CHC’s Delivering ChangeTM model provides a robust strategic framework, builds in sources of inspiration from a growing Library of Change to drive unexpected creative approaches and embeds pragmatic measurement and evaluation. The process facilitates discussion and prioritisation of the full range of communications approaches encompassing medical education, scientific and value communications, public relations and advocacy and provides a basis for CHC’s strategic, creative, implementation and measurement services.