Customer Experience Excellence
With grateful thanks to our sponsor
“Excelerate: From Paper to Patient” aimed to disrupt outdated prescribing behaviour in type 2 diabetes, driving awareness of guidelines and leveraging attitudinal and behavioural data to effect a more rapid adoption of recommended therapies. By taking a localised approach, segmenting audiences across two diverse ICS (integrated care system) pilot regions and aligning tailored content to specific insights, the campaign delivered no-stone-unturned engagement to support healthcare professionals in updating their practice.
The pilot activities provided a treasure trove of data and, importantly, realised significantly accelerated class and recommended product uptake growth. The strong “proof of concept” subsequently led to a national roll-out.
Judge’s Comments
A clear winner from the judges in this category, this was a slick presentation of an incredibly intense, structured, and well-targeted campaign that was driven by insight and delivered on payoff—a firm foundation for wider roll-out.
The thought given to implementation through to audience segmentation was very apparent to the judges, and this was coupled with exemplary channel selection and tailoring of content to each specific audience. The results of the campaign speak for themselves in comparison to industry benchmarks and ultimately, the increase in prescriptions for the brand in the pilot areas.
In all, this was an absolute stand-out entry with its highly tactical road-testing and strong showing of a tangible sales uplift. Great work!
Kath Cotton – Salt
The UK’s chronic insomnia (CI) treatment landscape lacks accessible, effective long-term options. With limited specialist services and appropriate pharmacotherapy options, unmet needs persist in holistic care and education. The CI omnichannel programme was focused on reframing GPs’ and pharmacists’ perceptions of CI, giving tools to diagnose and manage patients.
Resource centres, modules, conference materials delivered educational, digestible content tailored to suit doctors’ personas. Resulting in over 12,000 unique doctors engaged, an average time spent of just under 6 minutes, 244,000 emails sent, and 50% of doctors viewing hosted content more than twice.
Hereditary transthyretin amyloidosis (hATTR) is a rare, fatal disease with mixed symptoms, making early recognition and testing critical. Alnylam launched an omnichannel campaign targeting neurologists and cardiologists. Persona mapping shaped tailored webinars, emails and face-to-face messaging around red flag symptoms and the urgency of genetic testing.
A consistent story and seamless channel integration ensured impact at every touchpoint, while field-team and HCP feedback guided content evolution. A metrics framework showed strong performance—431 webinar registrations and 400+ field-material engagements.
This contributed to real-world impact, with single-gene TTR testing at the National Amyloidosis Centre almost doubling following the campaign.
NP-UK-00505 | August 2025
This three-year campaign, developed by Four and AGB Pharma, evolved HCP engagement around paediatric sleep treatment through a phased, insight-led strategy. The campaign strategically narrowed its platform mix from 16 to 1, while expanding and refining HCP audience groups from 8 to 10, then focusing on 5 high-value segments.
Agile audience targeting and continuous optimisation ensured relevance at every stage. With 3.5M views and a 7.89% interaction rate, it exceeded all benchmarks. Engagement rose from 56% to 84%, with a 33% uplift in brand consideration—demonstrating sustained success through strategic evolution and data-driven delivery.
