Patient Programmes
With grateful thanks to our sponsor
A best-in-class patient resource in cutaneous T-cell lymphoma (CTCL). Why? Because this rare cancer is known to be underserved by the existing sources of information. Interviews with patients demonstrated that a diagnosis of CTCL can be at best confusing, at worse, devastating.
The emotionally loaded word ‘cancer’ is often brought up at diagnosis and can create huge anxiety and stress. Questions are inevitable, yet there is no clear place to find answers.
CTCL Answers: a simple, no-nonsense, patient information source.
Judge’s Comments
Very nicely assembled campaign with a wide range of resources and tactics. A key element of the campaign was how it complemented what Patient Advisory Groups (PAGs) do and integrated with PAG communities. The clever choice of launch market covered two ends of the spectrum, alongside supportive creative that was well thought out. Being insight-based through interviews and campaign testing with patients and other stakeholders – testing all elements from imagery through to messaging – resulted in a valuable complementary resource for the patients with this rare condition.
There was fantastic engagement with PAGs, not just beating key metrics but the positive feedback from HCPs and the PAG really spoke to the success of the delivery; this patient-centric project achieved excellent results.
Susannah Howard, Global Lead Omnichannel Capabilities & Training, Mundipharma
People diagnosed with advanced melanoma typically lack understanding of their treatment options to support informed decision-making. The ‘Advanced Melanoma Essentials’ video series from BMS and Cognitant supports people with understanding of their diagnosis, potential treatment options, and more.
Over 6 months >250 patients have visited, with an average engagement time of >7 minutes. Patient understanding described as ‘quite well’ or ‘very well’ increased by 15%.
Dr Ricky Fraser, Oncologist said ‘I simply don’t know what I would do without this resource now . . . It’s a real credit that the effort has been put aside to create such a wonderful resource!’
AstraZeneca UK aims to encourage people with T2D to understand the cardiorenal risks associated with the disease, empowering them to proactively engage with their HCP for better disease management. Our campaign was based on in-depth behavioural insights that focused on key behavioural drivers to increase self-esteem and self-efficacy, decreasing feelings of blame and ultimately increasing motivation to take action.
The key goal was to encourage patients to perform one behaviour; discuss their cardiorenal risks with their HCP and become advocates for their own long-term health.
Be The Type is a non-promotional campaign created and funded by AstraZeneca. August 2023 | GB-48100
Medtronic wanted to create a personalised experience for patients that increased confidence in the use of their devices and reinforced positive behaviour managing their diabetes.
Didactic, in-clinic training was transformed into accessible, self-led training for patients using an innovative web app solution. Allowing patients to educate and train themselves on their new devices, in a style and format they could engage with. Patients navigate through the training app, step-by-step at their own pace and can easily select relevant content and monitor their progress.
The app has been well-received since launching in December, showing positive engagement, with 1.1K patients accessing to date.
