The Say Communications Award for Excellence in Integrated Product/Brand Communications

Summary of work

The consultancy was tasked with supporting the launch of EntrestoTM (sacubitril/valsartan), the first new treatment for chronic heart failure (HF) in a decade, which offered a reduction in mortality and hospitalisations compared with the current standard of care.

Devising a strategy which highlighted the burden of HF in the UK and supported local implementation of Entresto through personalised sharing of best practice, an integrated communications programme centred around medical education, digital and peer-to-peer communications was delivered.

The Heart Failure in the Spotlight integrated peer-to-peer programme was based around local face-to-face meetings and a webinar series - delivering truly personalised education relevant to the audiences. This was supported by innovative use of digital activities including a video mailer sent to 500 HF leads and an implementation animation used at face-to-face meetings. And it worked. Over 1,000 clinicians were directly engaged in the Heart Failure in the Spotlight programme and of those, over 75% were confident to prescribe the treatment.

Judges' comments

We liked the localised approach that very clearly demonstrated a need, which was addressed with a well thought out strategy. This ensured that content was relevant and generated an obvious emotional connection with its target audience. On a visual level it was both engaging and moving.