Evolving for Success

Together in Respiratory, the education and community platform for respiratory healthcare professionals was launched by Chiesi in 2021. Chiesi has remained committed to investing in and growing the platform, which is now heading into its 5th year.

Chiesi had a strategic objective to widen the appeal of the platform to new respiratory professionals such as pharmacists and physiotherapists. They also aimed to extend and expand the education, training, and support offered by updating the website’s user experience, adding new learning formats and connection opportunities, and improving data capture and user profile creation through gated content.

Judge’s Comments

An excellent campaign with clear evolution achieved by listening to the customer whilst aligning with HCP needs—judges loved this! As well as noting the growth in engagement with the platform, they thought it was great to see a pharma company putting the ongoing investment into a website. Other strong elements of the submission were quality and quantity stats to demonstrate how the platform has matured year-on-year against earlier results. And alongside the inclusion of an editorial board supporting content updates, judges especially liked the bid to introduce an element of personalisation of content. 

With amazing presentation and fantastic website, this entry was exceptionally precise on how it has evolved to drive further engagement. Judges could see the starting metrics, followed by what was done—with explicit examples of how that compared to previous years—and how that has driven success. The podcast integration into Apple was a win and, moreover, the user experience improvements were manifest to all. Excellent job!

Stephanie Hill – AXON Communications

The MedShr HIV Education Programme, supported by Gilead, is a mobile-first, global initiative improving HIV care through case-based learning. Since 2021, it has reached over 226,000 HCPs worldwide (158% of target) with high engagement, significant knowledge gains and over 96% of participants reporting an impact on their patient care.

Delivered via MedShr’s secure, HCP-only platform, the program has strengthened clinical knowledge in early diagnosis, treatment adherence, resistance, drug—drug interactions, comorbidities, misinformation, and global disparities.

The program has evolved through 4 phases over 4 years, and also evolved by iteration within each phase using HCPs’ comments to define educational needs, leveraging digital channels to deliver scalable, relevant education that drives real-world clinical impact.

This omnichannel campaign, developed by Four in partnership with AGB-Pharma, transformed HCP engagement around paediatric sleep treatment. Grounded in data and behavioural insights, it delivered tailored content across 11 platforms, using six tactics including automated emails, hosted content, and NHS intranet banners.

Agile optimisation and persona-based targeting ensured relevance and resonance, achieving an 8.65% interaction rate and 84% engagement. Cross-functional collaboration and real-time performance tracking enabled continuous refinement. The result: a leap from zero to 80%+ brand awareness and a 33% uplift in consideration—demonstrating true excellence in customer-centric, insight-led engagement.

The Takeda Alunbrig® Toolkit is a prime example of evolving success in digital HCP engagement. Originally launched in 2020, it has undergone continuous refinement based on behavioural insights, HCP feedback, and changing clinical needs. The most recent overhaul introduced new formats, deeper personalisation, and tools to connect digital education with field teams. The project exceeded key benchmarks, with average dwell time surpassing 9 minutes and over 740 oncologists reached.

This entry aligns perfectly with the category by demonstrating how agility, cross-functional collaboration, and iterative optimisation can transform a static resource into a dynamic, value-driven clinical support tool.

Menopause remains underdiagnosed and mismanaged in the UK due to poor education and outdated fears. A 20-year misunderstanding linking HRT to breast cancer has hindered effective treatment and awareness. The Theramex hormone replacement therapy longitudinal multi-brand omnichannel programme aims to upskill GPs in menopause diagnosis and management; hormone replacement therapy (HRT); and ultimately improve the patient experience.

Content focuses on simple, interactive, relevant and educational content via resource centres, webinars, media, continuous market research. Over four years, the programme has generated over 76,000 GP engagements, a more than 8-minute average time spent and 2 million display impressions.