Disease Awareness: HCPs
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In an evolving oncology landscape, biomarker-driven treatment decisions are crucial.
In 2021 there were over 17 updates to clinical guidelines for breast, prostate and ovarian cancer. Oncologists would need to read around 178 articles daily just to keep up. With best practice always changing, time-poor HCP’s face information overload. As a result, 52% of community oncologists don’t use biomarker testing to inform treatment.
“Mapping The Tumor 2.0” took the data and distilled it into a simple narrative using a recognisable metaphor that visually communicates the value of biomarker testing.
Judges Comments
“Mapping the Tumor 2.0” uses a geologic metaphor to develop an impressively creative disease awareness campaign, communicating the importance of biomarker testing across three tumour types. Using the familiar and easily understood metaphor of topography to communicate the landscape of tumours, this campaign innovatively simplifies complex data, to create a memorable and clear call to action for HCPs.
Judges felt it was a smart and beautifully produced piece of work, where the use of scientific data and creativity mixed together, creating a unique awareness campaign on how to understand tumours and their landscapes, as well as the importance of biomarker testing, in a simple and captivating way.
Jessica Shepherd (née Lowrie), Clarke Health Communications
Hypophosphatasia, or HPP, is a rare and evasive disease that does whatever it takes to stay in the shadows. Alexion Pharmaceuticals needed to make HCPs more suspicious of symptoms and low alkaline phosphatase (ALP), a smoking gun for an HPP diagnosis.
Inspired by interviews with HCPs who “love playing detective” when diagnosing diseases, we transported medical professionals inside the human body for a first-person educational investigation. HCPs were able to interact with evidence, case files, suspects, and clues on their way to cracking the diagnosis and apprehending the culprit.
Now when patient cases come across an HCP, they keep their eyes peeled for HPP.
Launched at EULAR 2023 Congress in Milan, Albert the humanoid robot vividly portrayed the symptoms of shingles. Representing a 50+ adult with a blistering facial rash, Albert resembles a typical shingles patient and brings the effects of the condition to life.
His interactive presence, instantly captured HCP attention and invited them to learn more about the condition’s risk to patients. He was voiced remotely by a shingles expert which, when paired with his charm and strong storytelling, compelled delegates to further their understanding on the patient perspective.
73% of chronic kidney disease patients who develop calciphylaxis are initially misdiagnosed. The longer it takes to identify, the further patients sink out of nephrologists’ reach, and within a year of receiving a diagnosis, 4 in 5 people are lost to a painful death.
We had to shine a torch on the condition to encourage nephrologists to look beneath the surface, into the darkest depths, and diagnose and treat these patients earlier. We developed a striking campaign to bring the importance of finding calciphylaxis back to the surface.
Meet Bethany, a young person with NF1.
Bethany has ADHD and using her voice and words in a way that was clear enough for the audience to understand, without diluting or stripping back Bethany’s feelings was key. The character design was kept intentionally small, with environments exaggerated to match the tone of Bethany’s experiences.
80% of viewers watched to the end, with the industry average being around 55%. The film so far has had over 1000 views and for a rare disease, this is a great start to driving awareness of NF1.
The pneumococcal disease vaccine is vital for those aged 65+ or with conditions like COPD and diabetes. Amid COVID, attention waned on pneumococcal prevention, leaving high-risk individuals vulnerable.
Targeting COPD and diabetes patients (18–64) with low vaccine coverage, a knowledge gap among healthcare professionals emerged. To bridge this, we initiated an impactful digital campaign promoting vaccination under the National Immunisation Programme.
Leveraging Saul Bass-inspired visuals and the tagline “Catch Them. You Can.”, the approach resonated, prompting ⅓ of users to revisit our educational content.
This initiative heightened vaccine coverage, fortifying protection for at-risk populations and positively transforming healthcare practices.
