Finalist
In My Shoes
Summary of work
In My Shoes was conceived to specifically challenge the perceptions that HCPs bring to their interactions with ADHD patients. Helping HCPs understand the full burden of the disorder, by engaging with patients on a deeper level, aligned with Shire’s educational programmes to motivate physicians to take a more individualised approach to disease management and treatment. This management strategy is recommended in current guidelines and supported by Shire’s recently expanded portfolio of ADHD therapies.
Shire recognised the need to communicate in a different way with HCPs, going beyond traditional medical education - we needed to build an emotional connection. Using innovative Oculus Rift technology enabled us to create first person, virtual reality worlds for the users to immerse themselves in their patients’ everyday experiences.
The campaign was co-created with HCPs and was grounded in patient insight - three scenarios were developed based on 120 real-life patient stories. The campaign exceeded all metrics at launch with over 200 HCPs participating at a stand-alone meeting. Feedback confirmed that the campaign resonated at an emotional and rational level with 84% of HCPs confirming the experience provided additional perspectives on the needs of ADHD patients and 72% said they would implement learnings in their clinical practice.
Judges’ comments
We liked this pioneering campaign that demonstrated a clever approach to a difficult area (ADHD). Thorough and well thought through, this work ticked all the right boxes with strong connections between outputs and outcomes.
