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KnowHAE – Improving Understanding in Hereditary Angioedema

by Takeda UK
with support from Makara Health

Summary of work

“HAE is something I always think about. How can I prevent an attack? Which situations do I need to avoid? Am I resting enough…?”

Andreea is a patient with Hereditary angioedema (HAE), a rare, potentially fatal, genetic disorder characterised by painful swellings that can happen without warning. It can significantly impact quality of life and, due to its rarity, is often misdiagnosed and mismanaged.

Patient research revealed a desire for more support and Takeda UK, with its portfolio of HAE medications, including the newly launched Takhzyro▼, made a commitment to fill educational gaps, improve recognition and enable access to medication.

Takeda worked with leading patient group, HAE UK, to launch on World HAE day, an online resource with separate sections for patients/caregivers and non-specialist HCPs, such as GPs and those working in A&E. It houses a range of downloadable resources specifically tailored to address the needs identified by the research, including information for patients at different life stages. A disease awareness campaign has been prepared to further boost awareness.

Additionally, in response to COVID-19 lockdown, Takeda introduced what it believes is a first-of-its-kind ‘at-home initiation’ treatment initiative for Takhzyro, giving vulnerable patients.

Judges' comments

Great execution of a well-rounded campaign and initiative. KnowHAE had SMART objectives and detailed, research-based insights. It is a high-quality multi-channel programme, which includes an innovative approach in response to COVID.  It had strong measures, learnings and engagement. A truly comprehensive approach.

Highly commended


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Key dates

Entry deadline 26 August 2021
Extended entry deadline 2 September 2021*
*additional fee applies
Judging Day 1 October 2021
Company of the Year Interviews 22 October 2021
PMEA Event 24 November 2021