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Excellence in Corporate Communications – Internal Stakeholders

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Finalist

Igniting Astellas’ Biggest Culture Change: Global Patient Centricity Month

by 90TEN for Astellas


Summary of work

The establishment of its Patient Centricity Division in 2019 kick-started Astellas’ patient-centric culture shift, however an employee survey highlighted an awareness gap – 46% did not feel they had a good understanding of patients’ needs; just 52% were aware of Astellas’ patient-centric initiatives; 87% wanted to learn more.

Our strategy was to create a recognisable visual identity for the Patient Centricity Division, launched with impactful content during Astellas’ first ever Global Patient Centricity (PC) Month in 2021, then used by any team to identify their own patient-centric initiatives moving forwards, driving lasting awareness. Global PC Month was the largest ever internal campaign to proactively inspire a culture shift, requiring unprecedented collaboration across regions and teams, and placing patient-centricity as the top priority for Astellas in 2021.

Patients and patient groups shared their experiences with employees, and 77 senior leaders across the business spoke about what being patient-centric means to them and their teams.

As a result, 80% of employees reported improved understanding of how Astellas partners with patient groups, 72% gained deeper understanding of patients’ experiences and 77% reported improved understanding of the value their work creates for patients.

Judges' comments

The judges felt that this campaign by Astellas and 90TEN was built on a genuine corporate interest. It had great benchmarks, demonstrated great geo reach and had clear, worldwide engagement. The creative elements were good, it was comprehensive with a clear understanding of the need to invest.


Winner

The World of Knowledge Race - by Makara Health and Actando for Allergan Aesthetics, an AbbVie company


Finalists

Igniting Astellas’ Biggest Culture Change: Global Patient Centricity Month - by 90TEN for Astellas

Help, Not Hugs: Merck Creates a Caring Culture for Employees - by Ketchum for Merck KGaA, Darmstadt, Germany

Rise & Shine Together for Patients with Major Depressive Disorder - by Langland and IQVIA Medical and Patient Communications for Janssen EMEA

It's Personal - by Open Health for AstraZeneca


Category Sponsors

Debbie Tuesley - Communiqué Awards Director

Key dates

Entry deadline 11 March 2022
Extended entry deadline 18 March 2022
(additional fee applies)
Judging days May 2022
Awards Ceremony 7th July 2022

Contact information:

For sponsorship opportunities:
Sales Team
sales@pmlive.com
Tel: +44 (0)1372 414200

General event enquiries:
Debbie Tuesley
dtuesley@pmlive.com
Tel: +44 (0)1372 414243

Entry and dinner booking enquiries:
Saoirse Meenaghan
Email: smeenaghan@pmlive.com
Tel: 01372 414253