Highly Commended
Project BlueSky
Summary of work
It’s April 2021; the UK is emerging from pandemic restrictions; the NHS is facing unprecedented wait lists and resource pressures. 156,000+ patients are waiting to access Neurology services. For those with Parkinson’s, their disease continues to progress; and for some, past the window of opportunity for initiating advanced treatments.
Established pharma/HCP engagement approaches have been turned on their head. Access, time, and value have been redefined. Customer engagement rates have halved vs. pre-pandemic levels. Without this interaction, advanced Parkinson’s patients cannot access treatment.
It’s now May 2022, and we are post the pilot period for a new model of integrated channel engagement. We’ve increased customer engagements by 55% by delivering the right content, through their preferred channel. We have increased high-value interactions by 61%. We have facilitated the highest number of patients accessing treatment for the last 12 months.
We created a model that provides data-driven recommendations for both content and channel, relevant to each defined customer persona. It allowed us to better understand and define a 3-dimensional persona for our customers, to better deliver a next generation integrated campaign, and to better meet the engagement needs of today’s HCPs and patients.
Welcome to Project BlueSky.
Judges’ comments
The judges thought Project BlueSky was an effective campaign to change clinical practice and create opportunities for patients to get access to more advanced therapies in a historically tough area to do this in. A well written and cogent implementation of an integrated, data-enabled sales campaign. The analysis, design, execution and results all appear effective and the numbers show promise.
