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The Judges’ Special Award for Innovation

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HaemophiliaLIVE 2013

Novo Nordisk UK with support from Bedrock Healthcare Communications

Summary of work

HaemophiliaLIVE is a unique project that was recently shortlisted from over 200 entries for the Communiqué McCann Complete Medical Award for Innovation in Healthcare Communications. In the time since writing that award submission, the weight of evidence for the effectiveness of HaemophiliaLIVE in enhancing patient care has grown substantially. Bedrock developed HaemophiliaLIVE around a completely novel and innovative ethnography research methodology to answer a previously unasked question: what are the support needs of people with haemophilia and their families? This might seem an obvious question to ask. Yet it appeared to have been overlooked by other pharmaceutical companies when developing their patient support initiatives in haemophilia. Despite significant investment, it was apparent that existing patient services were not considered valuable by the target audience and therefore were not being used. In other words, a waste of money and effort. Through HaemophiliaLIVE, Novo Nordisk was able to identify the real needs of people with haemophilia and their families in order to inform the development of more effective support. The insights that were revealed have been presented at two major haemophilia congresses and the feedback received confirms that HaemophiliaLIVE was a ground-breaking initiative that is already improving patient care and changing perceptions.

Judges comments

This Novo Nordisk team carried out innovative and extremely comprehensive research that explored real patient and family needs and, in doing so, gave haemophilia patients a voice. This was an enlightening and engaging programme that allowed Novo Nordisk to really place patient insight at the centre of their work.


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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