Excellence in Communicating and Using Data

Summary of work

Heart failure affects nearly one million people in the UK, but the road to diagnosis is often lengthy and convoluted. The vast majority are only diagnosed after a hospital admission, despite many having previously seen their GP. The result is a significant cost to the NHS. Natriuretic peptide testing (NT-proBNP) – a simple, cost-effective blood test which can help to rule out heart failure – is recommended by NICE, but access to it is inconsistent across the country. Roche Diagnostics wanted to encourage the increased uptake of NT-proBNP testing within both primary and secondary care settings, while raising awareness of the signs and symptoms of heart failure. We commissioned new research to fill in the gaps in available information and developed a three-pronged strategy for our campaign, which focused on using integrated tactics to reach the audiences we needed, increase awareness and understanding, and ultimately change attitudes and behaviour. We produced a bold, interactive report, [Heart Failure: The Hidden Costs of Late Diagnosis](https://rochereport.readz.com/home), which showcased this data with patient testimonials, expert clinical voices and policy recommendations. We executed a creative, strategic and evidence-led campaign which met all objectives, exceeded our KPIs and drove awareness for heart failure, despite a competitive news agenda.

Judges' comments

A strong winner. The Heart Failure campaign clearly unearthed new insights through qualitative and quantitative research and packaged them up in a compelling way for the media. Strongly focused on the execution and results, we saw a tried and trusted formula with excellent execution that delivered very strong results on a small budget.