Creative: Roche SMA Creative

Creative: Roche SMA Creative

Roche: Making a big splash to educate and excite internal stakeholders ahead of an important product launch.

Madano services:

Employee Engagement, Corporate Communications, Engagement Strategy, Creative Implementation, Event Planning

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Challenge

Roche’s lead candidate for the treatment of spinal muscular atrophy (SMA), risdiplam, offers the potential for Roche to make a real difference for people affected by this devastating disease. Despite FDA approval being expected in 2020, time and capacity pressures meant that many employees outside of Roche Neuroscience had not had the opportunity to learn about SMA and risdiplam.

Approach

We were tasked with implementing a creative disease awareness campaign to foster internal excitement around the launch and impact of risdiplam on patients’ lives. To align with the brand of ‘Destination Everywhere’, we launched a bespoke treasure hunt around Roche offices via a digital app. The treasure hunt was open to all employees and consisted of quizzes, missions and physical posters designed to raise awareness of SMA and the clinical programme.

Impact

Over 100 people across multiple areas of Roche participated in the event, exceeding expectations. Results from a post-event survey revealed that 88% of participants enjoyed the event and 94% would take part in a similar event in the future. The event created a successful foundation for our employee engagement strategy, enabling Roche to implement additional awareness campaigns in 2020.

Putting York at the heart of the bioeconomy Creative

Putting York at the heart of the bioeconomy Creative

University of York:
Putting York at the heart of the bioeconomy

Madano services:

Brand Creation, Design, Business Landscape Mapping, Proposition Development, Senior Counsel, Corporate Communications, Public & Regulatory Affairs, Stakeholder Engagement

Challenge

The University of York engaged Madano to help create a world-class, commercially focused bioeconomy institute to address the needs and opportunities in the sector. A further challenge was to guide the University’s approach to securing significant funding from industry and Government to make the bioeconomy institute a reality.

Approach

We mapped the bioeconomy landscape and worked with the University of York to define, test and validate the BioYork proposition. Building on these insights, we developed a brand identity and materials to communicate this vision, and undertook a targeted stakeholder engagement campaign to reach key audiences.

Impact

Our work served as the foundation to launching BioYork in 2019, built on a clear understanding of where the institute sits in Europe’s bioeconomy landscape – using digital to tell the story and engage scientists. We were able to create a compelling vision and identity around their work in the bioeconomy, including a global brand and sub-brands to communicate with stakeholders. Strong positioning within the scientific community and public of the importance of the bioeconomy has propelled this ongoing multi-year project, which now has over a dozen global partners supporting its work.

Insights: Roche Optha

Insights: Roche Optha

Roche: Discovering current policy priorities, influencers and mechanisms for change to support the launch of an innovative new ophthalmologic treatment. 

Madano services:

Policy Landscape Analysis, Topic Mapping

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Challenge

Roche is in the early stages of developing an ophthalmology treatment and wishes to affect the global policy landscape so that, when the therapy is ready to launch, it is accessible to as many patients as possible.

Approach

Starting with priority markets, our first step was to use our proprietary stakeholder mapping tool, KIITE, to visualise the global network of key policy influencers in order to build a coalition which could guide decision makers into making necessary legislative change. We then supplemented this with an external landscape review of existing policy agendas and work that Roche could leverage, and internal knowledge of Roche affiliates to understand the readiness for change in respective markets.

Impact

We developed a global policy strategy and tactical plan pinpointing the individuals to engage with, and how best to maximise their influence and create a universal policy vision that would motivate ophthalmology professionals, patients and policy makers alike.

Insights: Roche IPF

Insights: Roche IPF

Roche: Using deep patient insights to combat a lack of disease awareness that leads to worse patient outcomes.

Madano services:

Digital Ethnography, Archetype Creation

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Challenge

Idiopathic pulmonary fibrosis (IPF) is often left undiagnosed and untreated due to a lack of knowledge and awareness among both doctors and patients. If identified early, quality of life for patients can be greatly improved and prolonged.

Our client needed rich insight into:

  • How different patients experience and respond to the disease
  • Digital influencers who could amplify our client’s message and reach more patients
  • Messaging concepts that would resonate and get more patients into treatment

Approach

Using our proprietary B3 method, we carried out digital ethnography across the EU5 and Canada to develop belief-based archetypes of patients and caregivers.

We then mapped the digital influencer landscape across the same markets, using our proprietary mapping tool, KIITE.

Finally, we tested messaging concepts with patients and caregivers through qualitative interviews in two key markets.

Impact

We identified a thread that united five patient and three caregiver archetypes in order to inform broad messaging concepts, as well as variations for different archetypes.

A content strategy messaging framework was developed, detailing resonant concepts, messages and recommended platforms for A-B testing across all and individual archetypes.

Ultimately a redefined strategic narrative to patients and caregivers aiming to balance hope and reality.

Creative: Roche SMA Creative

Healthcare: Roche SMA

Roche: Making a big splash to educate and excite internal stakeholders ahead of an important product launch.

Madano services:

Employee Engagement, Corporate Communications, Engagement Strategy, Creative Implementation, Event Planning

Captions go here. Captions go here.

Challenge

Roche’s lead candidate for the treatment of spinal muscular atrophy (SMA), risdiplam, offers the potential for Roche to make a real difference for people affected by this devastating disease. Despite FDA approval being expected in 2020, time and capacity pressures meant that many employees outside of Roche Neuroscience had not had the opportunity to learn about SMA and risdiplam.

Approach

We were tasked with implementing a creative disease awareness campaign to foster internal excitement around the launch and impact of risdiplam on patients’ lives. To align with the brand of ‘Destination Everywhere’, we launched a bespoke treasure hunt around Roche offices via a digital app. The treasure hunt was open to all employees and consisted of quizzes, missions and physical posters designed to raise awareness of SMA and the clinical programme.

Impact

Over 100 people across multiple areas of Roche participated in the event, exceeding expectations. Results from a post-event survey revealed that 88% of participants enjoyed the event and 94% would take part in a similar event in the future. The event created a successful foundation for our employee engagement strategy, enabling Roche to implement additional awareness campaigns in 2020.

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