Case study: Cancer cookbook

Challenge

Eisai’s corporate mission, called ‘human health care’ (hhc) is intended to give first thought to patients and their families and to increase the benefits healthcare can provide. In order to help fulfil this they wanted to devise a non-profit initiative that would build relationships between a pharmaceutical company and cancer patient advocacy, and involve internal Eisai employees and be genuinely ‘different’.

Following an extensive amount of research into the needs of cancer patients, it was shown that few evidence-based support materials on nutrition exist. This insight aligned with those of Maggie’s, a registered charity and patient group supported by Eisai. While going through chemotherapy patients may experience a large number of side effects, including a loss of appetite, nausea and vomiting. Therefore, it is important that they maintain a good diet. 

Results

To date, more than 20,000 copies have been distributed across the UK, Portugal, Germany, Austria, Switzerland and Italy. The cookbook is also avail- able electronically in Japan and has downloads from around the world.

The cookbook generated a large amount of media attention, with 96 original articles being published in several publications. All articles were positive in tone and 85% contained at least three key messages. 33 radio interviews were broadcast across national and local radio, equalling four hours 24 minutes of coverage to an audience of over 2,296,000, and BBC South Today broadcast the story on its evening news.

Communiqué and PMEA both recognised the achievements of the project. More recently Eisai was shortlisted for both the PMEA ‘Excellence in Patient Focus,’ and ‘Excellence in Corporate Social Responsibility’ awards and was awarded for the latter.

Client verdict

“This creative and thoughtful project has made big impact with oncology teams and patients. I still receive phone calls or emails almost daily, months after launch, from our initial media outreach. My colleagues report that they have been invited to meet with units that previously refused to see them because the cookbook provides evidence of our understanding and commitment to cancer.” Cressida Robson, EMEA director communications, Eisai.