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Award for Patient-Centricity

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Infantile Onset Pompe Disease Schools Pack

by Sanofi Genzyme with support from Aurora Healthcare Communications

Summary of work

Rare diseases often don’t get the same recognition as other conditions. In Pompe disease, there are very few specialist treatment centres and very few families affected. So why would any pharmaceutical company reach out to them? It takes a brave and forward-thinking company to respond to unmet needs in this community. Sanofi Genzyme believed that even if one person benefits, it was prepared to invest that time.

Often, ‘patient involvement’ manifests as involving patients in commercial activities that the company wants to do. This project was completely the opposite. Aurora and Sanofi Genzyme worked with the audience in a true collaboration that identified the challenges and drove development of solutions.

This project may only reach a small number of people, but for those it reaches it means the world. This pack means that each child with IOPD can have the best experiences no matter how long or short their life is. It means they can make friends, learn about the world and, for a short while, put their own stamp on it.

This approach should inspire other companies, not just in rare diseases, to involve patients more deeply and support their broader unmet needs.

Judges' comments

Sanofi Genzyme and Aurora have put together a campaign that was tailored around the specific needs of children with this rare condition, and focused on every day practical issues, not just health-related needs, making it truly patient centric.


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Think Toddler Sized - by The Infant and Toddler Forum (supported by Danone Nutricia Early Life Nutrition) with support from Say Communications

Small Talk Saves Lives - by Network Rail, Samaritans, British Transport Police and Rail Delivery Group with support from Pegasus

Infantile Onset Pompe Disease Schools Pack - by Sanofi Genzyme with support from Aurora Healthcare Communications

Key dates

Entry deadline 26 August 2022
Extended entry deadline 2 September 2022*
*additional fee applies
Judging Day 6 October 2022
Company/Team of the Year Interviews 21 October 2022
PMEA Event 23 November 2022