Customer Experience Excellence
With grateful thanks to our sponsor
International guidelines now recommend aiming to keep patients with hereditary angioedema (HAE) attack free, so Takeda’s brand needed to shift clinical behaviour, improving patient outcomes further.
HCP/patient insights helped evolve Takeda’s ‘Aim for Zero’ campaign, including patient profiles and real patient experiences, to signpost who could benefit from treatment. A growing suite of print and digital materials support the campaign.
With customers at the fore, the campaign was transformed from a static to multifaceted engagement experience for different audiences on multiple platforms, allowing tailored discussions that challenge HCPs to aim for zero attacks in a broader range of patients.
Judge’s Comments
Excellent campaign that was well thought out and well executed putting both patients and HCPs at the heart. There were clear, SMART objectives and good creative, alongside strong strategic insight. We appreciated the aligned, tactical, and comprehensive execution with use of multiple channels that were updated based on customer insights, as well as repurposing of content for different channels and focusing on consistent engagement in the most appropriate channels. This campaign has clearly driven impact and cut-through with those that it reached.
Effectiveness was well evidenced with impressive metrics showing value and adoption, in addition to the use of evolving and continuous improvement of content and increasing blend of omnichannel activity. The customer behavioural change and experience was good to see. Clear concise and impactful, this campaign ticked all boxes and covered all avenues – a great job!
Mehrnaz Campbell, Founder & CEO, Cheemia
Nowadays, healthcare professionals (HCPs) are digitally engaged, time-poor and proactive in their search for education across multiple channels. Therefore, Chiesi designed the non-promotional ENGAGE medical education platform, which is intended for UK HCPs and has a strong focus on customer experience.
Our ENGAGE platform presents a unique, one-stop approach to accessing high-quality, bite-sized educational content, co-created with customers and patients, via a range of formats (i.e., live, on-demand and downloadable) to meet the learning needs of primary and secondary care HCPs across various specialities.
