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Innovation in Healthcare Communications

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In My Shoes

by HAVAS Just:: for Shire Pharmaceuticals

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

Here was a good idea that made strong use of technology to produce a truly immersive experience that was sensitive to the needs of ADHD patients. They started with a good plan and created a compelling experience that clearly made HCPs think about their clinical practice.


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Category Sponsors

Dr Richard White, MP PhD, Oxford PharmaGenesis - Communiqué Judge

Key dates

Entry deadline 11 March 2021
Extended entry deadline 18 March 2021
(additional fee applies)
Judging days May 2021
Awards Ceremony 1st September 2021

Contact information:

For sponsorship opportunities:
Sales Team
Tel: +44 (0)1372 414200

General event enquiries:
Debbie Tuesley
Tel: +44 (0)1372 414243