Winner
Educating HCPs on the mixed presentation of hATTR to prompt earlier genetic testing
Summary of work
Hereditary transthyretin amyloidosis (hATTR) is a rare, fatal disease that often presents with a complex mix of neurological and cardiac symptoms. Disease progression is fast, leading to significant disability and death if untreated.Early recognition is critical; however, hATTR symptoms are frequently overlooked or misattributed, causing delays and disease progression. Alnylam launched an omnichannel campaign to educate neurologists and cardiologists on the red flags to look for in patients and the importance of genetic testing. By understanding their audience’s preferred channels, Alnylam moved from a traditional approach to a fully developed educational journey with sequenced content across multiple media.A consistent story and seamless channel integration ensured impact at every touchpoint. Persona mapping shaped tailored webinars, which could speak to the needs of patients with progressive neuropathy or address the mixed phenotype from a cardiologist’s perspective. Emails and face-to-face messaging highlighted red flag symptoms and supported early referral of hATTR patients for genetic testing. Field-team and healthcare professional (HCP) feedback guided content evolution.This campaign resulted in real-world impact on testing and diagnosis, with external single gene TTR testing at the NAC increasing by 93% in 12 months, from [(September 2022 – August 2023) to (February 2024 – January 2025)].
Judges’ comments
The judges liked the laser focus of this work from Alnylam and Cognite. It had clear, insight driven strategy, including understanding the reality of clinical practice feeding into objectives. It had strong thinking in the approach, including tailoring to specialties, involving relevant teams and stakeholders and with follow-up considered. Great metrics with tangible impact and behavioural change.
