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The Judges’ Special Award for Innovation

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Shire OL project

Shire with support from Uptake Strategies

Summary of work

The Shire UK ADHD team identified that they needed to create a clearer vision and strategy to realise their ambition of being the leader in ADHD, respected by clinicians, patients, families and ADHD other support functions. Shire has an industry-leading portfolio of existing and new medicines in ADHD but believed it could improve the depth and breadth of ADHD Opinion Leader (OL) relationships, insights and some internal capabilities to realise this ambition. 

Shire’s corporate mission is ‘To be as brave as the people we help’ and the Shire UK ADHD team has taken a completely new approach to creating strategies and programmes in ADHD which are co-created and led by customers with a view to realising benefits for physicians, improved patient outcomes as well as supporting the commercial aims of the Shire ADHD business unit. 

Quite simply, the Shire UK ADHD team stopped using ‘industry speak’ when working with ADHD physicians, stopped telling and started listening and created a whole new way of working to engage with the UK ADHD community as a respected, trusted stakeholder albeit with transparent commercial goals.

Judges comments

This campaign gained good qualitative insights and showed the specific impact these insights had on marketing activities and also how Shire is viewed by KOLs. An innovative co-creation of strategy and programmes.


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Key dates

Entry deadline 25 August 2023
Extended entry deadline 1 September 2023*
*additional fee applies
Judging Day 10 October 2023
Company/Team of the Year Interviews 3 November 2023
PMEA Event 22 November 2023