Finalist
Revealing a new face of cure
Summary of work
The agency was tasked with launching a groundbreaking new regimen in Hepatitis C (HCV) that would offer near to 100% cure rates for the disease. However the client faced a number of significant challenges. Firstly research conducted by the agency demonstrated that HCPs were experiencing ‘meeting fatigue’ and thus were reluctant to attend similar events. Secondly most HCPs indicated they required at least 8 weeks’ notice to attend a national meeting, but an earlier than anticipated EU Marketing Authorisation approval meant that the whole event had to be organised in just 28 days.
The solution was to apply the agency’s behavioural science methodology to deliver an engaging meeting format that through the use of multiple channels was sensitive to the time constraints and availability of HCPs. The result was a highly engaging stand-alone meeting that not only mimicked the technologically advanced regimen, but provided significant longevity for the educational content.
The value of listening and responding to physicians’ needs was clearly demonstrated with all KPIs exceeded. For example attendance targets were overachieved by 36% and satisfaction levels among customers reached near 100%. Indeed HCPs have labelled it “The future of meetings” and “A great way to keep informed”.
Judges’ comments
This entry identified the demands faced then met them on their terms with a fast turnaround. It showed a massive impact in an extremely challenging area and delivered for patients and also commercially.
