Finalist
HaemophiliaLIVE 2013
Summary of work
Research by Novo Nordisk revealed that patient support materials developed by other pharmaceutical companies for people with haemophilia were not considered valuable by the target audience and therefore were not being used. Novo Nordisk wanted to identify the real needs of people with haemophilia and their families in order to inform the development of more effective support. That’s where Bedrock came in. The agency began by setting up an expert steering group of specialist haemophilia nurses. This group told Bedrock that despite having a close relationship with patients and their families, the true impact of haemophilia in real life outside the consultation was not well understood. They felt that this limited their opportunities to fully support patients. Bedrock set out to fill this insight gap through HaemophiliaLIVE – a novel ethnography methodology.
The simplicity of the research process, as exemplified by unanimously positive feedback, was a direct result of thoughtful development of the comprehensive user kit by Bedrock and the steering group. This ensured flawless implementation of the project and the revelation of previously unknown insights. These insights have been presented at two major haemophilia congresses. Feedback from those presentations shows that HaemophiliaLIVE is already improving patient care and changing perceptions.
Judges’ comments
This Novo Nordisk team has taken an ambitious and patient-focused approach to developing insights and undertaking research. We loved the very creative concept, and the well disseminated findings.
