Winner
Keeping Maturation on Track. Raising Awareness of Erythroid Maturation Defect in Europe and Canada
Summary of work
Ineffective erythropoiesis (IE) is the underlying cause of chronic anaemia in several haematological disorders including myelodysplastic syndromes (MDS), thalassaemia, aplastic anaemia and sickle cell anaemia. Erythroid maturation defect (EMD) is a type of IE and patients experiencing EMD- associated anaemia have poorer prognoses, reduced survival and lower quality of life as they often require regular blood transfusions.
This integrated educational campaign raised awareness and understanding of EMD, helping HCPs understand the molecular mechanisms underlying the pathophysiology, enabling them to make informed decisions about new treatments that are in development.
Utilising a ‘Keep maturation on track’ creative, the campaign was launched at EHA 2019 and included innovative disease awareness tactics to educate HCPs about EMD, comprising an immersive augmented reality (AR) installation with 3D-printed cells representing the stages of red blood cell production. The analogy of a malfunctioning conveyor belt helped explain the key campaign messages. A flipper-book giveaway provided an enduring educational resource. Additional insightful and impactful campaign elements, including an educational website and paid media campaign, delivered consistent messaging and extended campaign reach.
The campaign provided impressive outcomes versus objectives, exceeding industry benchmarks, and gained fantastic target audience feedback, paving the way for HCPs to make more informed treatment decisions.
Judges’ comments
“The judges were impressed by this thorough and impactful campaign, which leveraged strong insights to identify clear educational objectives focusing on increasing awareness of EMD across multiple markets. This robust approach enabled support from four independent societies and a resulting broad dissemination of content and education. With an effective launch at EHA and sustained educational activity the programme exceeded its goals and offers true value to the clinical community.”
