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The Judges' Special Award for Innovation in Healthcare Communications

Sponsored by Inventiv

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HaemophiliaLIVE 2013

by Bedrock Healthcare Communications for Novo Nordisk

Summary of work

HaemophiliaLIVE used a novel digital ethnography methodology to gain insights into the impact of the condition on the lives of people with haemophilia and their families. Because people with haemophilia are typically diagnosed at or before birth, families generally develop very close relationships with their team of haemophilia specialist consultants and nurses. Despite this, healthcare professionals told Novo Nordisk that they had little knowledge of the real impact of haemophilia on patients and their families in real life outside the consultation, and this limited their opportunities to fully support their patients. Novo Nordisk set out to fill this insight gap in order to develop educational materials that would support healthcare professionals and haemophilia patients. The simplicity of the HaemophiliaLIVE process from the ethnography participants’ perspective, as exemplified by unanimously positive feedback, was a direct result of thoughtful development of the comprehensive user kit by the agency and an expert steering group of specialist haemophilia nurses. This insured flawless implementation of the project and the revelation of previously unknown insights. The agency’s interpretation of these insights is already being used for the development of initiatives that will improve care for people with haemophilia across the ages and stages.

Judges comments

This was a creative way to carry out patient research and gain rich content for future use. A really innovative and unobtrusive way of understanding the lives of a very specific group of patients.


Decisions in Time - by emotive for Novo Nordisk

Highly commended

Getting Straight to the Point - by Biosector2 for Novo Nordisk


HaemophiliaLIVE 2013 - by Bedrock Healthcare Communications for Novo Nordisk

ADHD Experience Maze – inspiring empathy and building internal ambassadors in ADHD - by Just:: Health Communications for Shire

National Blood Week 2013: Know blood give blood - by The Red Consultancy for NHS Blood and Transplant

View the Communiqué Awards 2014 Photos

Category Sponsors

Dr Richard White, MP PhD, Oxford PharmaGenesis - Communiqué Judge

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
Tel: +44 (0)1372 414200

General event enquiries:
Debbie Tuesley
Tel: +44 (0)1372 414243

Entry and dinner booking enquiries:
Saoirse Meenaghan
Tel: 01372 414253