Finalist
Putting the ‘Real Man’ with Prostate Cancer at the Heart of Treatment Decisions and Conversations
Summary of work
Prostate cancer (PCa) is a common cancer with 1.4 million men diagnosed each year worldwide.
Ipsen is a global leader in PCa treatment with a strong reputation for physician and patient support. Seeking to fully understand the evolving challenges faced with traditional approaches to prostate cancer management, Ipsen embarked upon a major global programme to revitalise patient insights and create a new approach to supporting men with PCa.
With the support of Uptake Strategies, Ipsen developed a global creative and communication platform focused centrally on the, often unmet, needs of men living with PCa and the impacts of castration. The result is the ‘The Real Man’ campaign: the man with PCa is at the forefront of the conversation – with the ambition to deliver a highest quality, personalised programme of support to them before, during and following treatment. Real questions, concerns and emotions were placed centrally to the conversation to support positive challenge to the traditional approach of clinicians to long-term management of men living with PCa. Ipsen aims to bring honesty, authenticity, and individualisation to the heart of conversations and treatment decisions relating to PCa.
Judges’ comments
This entry from Ipsen and Uptake Strategies showed great insight aimed at improving the conversations between HCPs and patients. A well designed and executed end-to-end strategy addressing a sensitive and often hard-to-reach cohort in very well thought through ways.
