Patient Support
With grateful thanks to our sponsor
Gen Z spends an average of 3 seconds looking at a healthcare product’s website, not a lot of time to learn about a product that could change their life. So HEMLIBRA, a treatment for hemophilia A, decided to redirect their Gen Z audience somewhere else to learn about their product: TikTok.
We took important information on our website and recreated it for the platforms they’re on, in a style they love. Why read about dosing options when an 80’s disco performer sing it?
By creating engaging videos, we slipped into their feeds in a way that no healthcare product has before.
Judges Comments
With Gen Z preferring TikTok and engaging less and less with websites and traditional search engines, this was a brilliant way of bringing key information to them. In fact, creating a TikTok channel effectively aligned with the targeting strategy, offering a platform that resonated with the intended viewers. And while moving away from the familiar and comfortable website platform is a brave method to communicate for many companies, it pays dividends when you need to reach and engage a certain audience.
The judges admired the on-point style and channel choice that was ideal for this particular market. The videos were well-executed, combining humour, education, and entertainment to create content that was both engaging and enjoyable to watch. This was a thoroughly modern and creative approach to providing patient education, with its success evidenced in number of views, minutes of content watched and people reached. And garnering a great deal of true interaction by way of open comments is even more of a bonus.
Overall, the judges thought this was a fantastic use of a modern content platform to engage Gen Z with haemophilia A in way that was accessible and relevant—a big idea that directly hits this hard-to-reach target audience.
Roberto Ferrante, Verve
To educate patients and pharmacists on the importance of patience and perseverance in nail treatment, we needed a friendly face. So, we enlisted the help of an animal with prominent nails and a famously slow-paced approach to life: a tortoise. Named Ted.
Starring in his own animated campaign inspired by the classic tale of “The Tortoise and the Hare” he reminded our audience that in the race to get clear nails, we all need to take treatment slow and steady.
POLARIS: Helping Families Navigate Childhood Leukaemia Treatment
Acute lymphoblastic leukaemia (ALL) is the most common childhood cancer, affecting over 30,000 children worldwide annually. Despite advancements in treatment, its intricate protocols often overwhelm families.
POLARIS addresses this challenge by transforming the complex, multi-year ALL treatment journey into accessible, patient-friendly resources. Through an intuitive visual roadmap and interactive website, POLARIS simplifies medical jargon and provides step-by-step guidance. Co-created with HCPs and patient feedback, the program integrates emotional, nutritional, and procedural tools, empowering families as informed healthcare partners.
By fostering engagement and comprehension, POLARIS sets a new standard in patient-centered communication for ALL.
A flavour-filled journey for people living with FCS
Familial Chylomicronaemia Syndrome (FCS) is a rare genetic disorder that impacts individuals’ ability to digest fat, leading to severe health consequences. Managing FCS entails adherence to a strict, low-fat diet, limiting food choices and making it challenging to maintain a healthy weight.
Recognising the number of South Asian individuals with FCS, Sobi partnered with dietitians Azmina Govindji and Louise Robertson, creating a cookbook of South Asian recipes that are nutritious and low-fat. This project enabled dietitians to work with FCS patients to create recipes that fit their unique dietary targets.
As part of Teva’s Life Effects patient support programme “People Like Me” tackles health misinformation by meeting patients where they often seek advice: social media. With Facebook and Instagram awash with unreliable health content, we disrupted this cycle with verified, eye-catching, patient-led stories from Life Effects.
Three engaging films transformed real experiences into relatable, influencer-style content, making trusted information hard to scroll past. Rolled out in 12 global markets, “People Like Me” was seen by thousands and proved that when patients share their lived experiences, they can empower others to make more informed health choices.
