Patient Focus Award

Summary of work

A teenager with haemophilia has the same questions and issues as any other teenager, from sex and drugs to travel and tattoos. He or she wants to access information privately and in a convenient way that he or she is familiar with. This insight led to the creation of the Questival website: somewhere for teenagers to find answers to questions they would rather not ask, both about their condition and everyday life, coupled with interactive and innovative delivery.

The festival-themed site invites users to enter via a unique augmented reality experience and, once in, the plethora of interactive features to navigate around the site creates a festival style experience, while delivering answers to their questions.

Bayer searched beyond the functional attributes of the product to find a discriminating factor that sells at a more emotional level. Building on Kogenate Bayer’s brand essence of ‘reliability’ and a long-term commitment to haemophilia and R&D, Bayer has positioned itself as a life-long partner to the haemophilia community. One of the tactical outputs cementing this unwavering commitment has been demonstrated via added value services in the form of highly effective and tailored patient support materials.

The unique nature of Bayer’s patient support lies in the fact that each patient group is spoken to in a language and tone that it will understand and is relevant to it, not only through the words but also through the media channels and delivery chosen. Bayer believes patients are just normal people, like everyone else.

Questival is an excellent example of exactly how this ethos dominates its communications.

Judges comments

“The campaign is age appropriate, creative and innovative, providing real value to a small, distinct patient group. It is a valuable resource in giving help to vulnerable children and teenagers. This was really well thought through; there is a clear understanding of the patient group and a targeted approach.”