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Rare Diseases and Orphan Drugs

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Pre-launch to launch: Adempas (riociguat)

by Bayer HealthCare
with support from M3 (EU)

Summary of work

This submission is an exemplary example of how market research and insight has been used to educate primary and secondary care doctors in the diagnosis, management and treatment of chronic thromboembolic pulmonary hypertension (CTEPH); a rare disease which is underdiagnosed, affecting around 1,300 people in the UK. The project exploits a popular digital education channel for GPs and secondary care specialists – M3-owned ‘’ – to provide disease awareness and education prior to the launch of Adempas (riociguat) which is the first approved medicine to treat CTEPH in the UK (launched March 2014).

The project provides a range of tools to appeal to the varied learning styles of the audience and innovates online learning by integrating market research and audience insight to identify and nourish specific learning needs.

Results are clear; almost 20% of the target UK NHS population has already engaged since the programme launched at the end of 2013, with clear uplifts in knowledge and awareness captured through feedback from HCPs. 

Judges' comments

This entry had a robust and targeted strategy. It impacted a large number of physicians with strong evidence of customer engagement.


IPF digital initiative - by Boehringer Ingelheim
with support from infill Kommunikation


Pre-launch to launch: Adempas (riociguat) - by Bayer HealthCare
with support from M3 (EU)

Key dates

Entry deadline 26 August 2021
Extended entry deadline 2 September 2021*
*additional fee applies
Judging Day 1 October 2021
Company of the Year Interviews 22 October 2021
PMEA Event 24 November 2021