Better communications

Actively considering disabled customers when designing marketing materials and product information enables companies to reach a wider audience more effectively. Millions of people with visual impairments, learning impairments and cognitive impairments are all directly affected by inaccessible information. However, the whole population is shown to benefit from more attention to accessibility and clarity of wording.

  • 32% of disabled people feel that companies don't take impairments into account when producing their product packaging and marketing materials. [i]
  • Only just over half the UK hotels surveyed in 2006 (53%) said that they were able to provide restaurant or room service menus in Braille or large print. [ii]
  • For people with a learning disability, government departments like benefits or tax (60%), followed by banks (53%) then utility companies (36%) regularly send documents that were hard to understand. [iii]
  • The population as a whole rated insurance companies (36%) and banks (29%) as the second and third culprits after government departments (47%). [iv]
  • Over half of people with a learning disability (55%) said they or someone they knew had missed appointments or lost out financially because of unclear documents. This applied to nearly a quarter of the general population (24%). [v]
  • 70% of all consumers would feel more positive about a company or its products if it showed greater consideration for disabled needs in its marketing and product information. [vi]

The pharmaceutical industry

The RNIB is currently working with the pharmaceutical industry on an accessible solution for the provision of Patient Information Leaflets.

This service will be launched in November 2006 and uses a XML file to generate synthetic audio information that can be accessed by a telephone, as well as automated production of Braille, large print and audio formats for the customer.

The business case

  • Legislation requires that companies provide information in alternative formats to people with visual impairments - EU Directive led
  • Economic - providing information to customers is likely to encourage them to buy the products that have the Braille on them (newly licenced products will have Braille on them ahead of other ones, until all are covered in 5 yrs)
  • Social - Enabling all customers to access the information you provide is essential.  Eyesight naturally begins to deteriorate on average around the age of 45 to 50 years.  This initiative will make it easier to access key health information, including side effect warnings
  • Technology - this system is now available and affordable, whereas previously this was not possible.  Synthetic speech has also improved vastly and become more natural.

Useful links

Sources

  1. [i] 'Disability and Consumer Behaviour', Leonard Cheshire, 2004
  2. [ii] Leonard Cheshire Survey
  3. [iii] Research results from Mencap's 'Make it Clear Campaign', held during Learning Disability Week 18-25 June 2006
  4. [iv] Research results from Mencap's 'Make it Clear Campaign', held during Learning Disability Week 18-25 June 2006
  5. [v] Research results from Mencap's 'Make it Clear Campaign', held during Learning Disability Week 18-25 June 2006
  6. [vi] 'Disability and Consumer Behaviour', Leonard Cheshire, 2004