Excellence in Patient Education and Support

Finalist

Summary of work

For IVF patients, progesterone is a facilitator used during the ‘Waiting Period’ between embryo transplantation and pregnancy test to further support the chances of success. This phase also represents the peak of a physical and emotional roller coaster, where patients can be left to cope with limited support beyond the physical process and their progesterone treatment.

Utrogestan® Vaginal 200mg Capsules*, a 'patient friendly' progesterone treatment for use in the Luteal Phase, was perfectly poised to help ease the hypersensitive burden characteristic of this period. But it faced some big challenges: HCP-entrenched prescribing habits of an overwhelming market leader, commodity perceptions of progesterone and misaligned HCPs’ perceptions of patients’ support needs.

With all these challenges unaddressed by competitors, there was an unequivocal need to reassert the role of progesterone in the Luteal Phase and go beyond functional features and benefits to provide support to patients beyond the basics. So we created invaluable, reassuring Luteal Phase Support (LPS) and information both offline and online with the latter proving to be a crucially relevant channel during our discovery and insight phase.

From widespread uncertainty, fear and a significant information underload, now nearly 80% of patients stated their website experience to be 'very valuable' or 'valuable' in a feedback questionnaire, effectively serving to enhance both their understanding and use of treatment, leaving them with an enhanced perception of Utrogestan® Vaginal. Our prescribing audience was also impressed; "This is what 21st century medicine should look like" (IVF Consultant).

Our participatory approach allowed us to generate ongoing feedback and positive appraisals from both patients and HCPs, which helped to achieve business, marketing and communication objectives, and ultimately improve IVF patients’ journey towards parenthood.

Judges’ comments

This was a very clear and focussed submission. It had good insights from a patient perspective and was well marketed, with great positioning and great execution. It was clearly valued by both HCPs and patients, with insights that go beyond the basic needs.