Highly commended
Omnichannel Customer Engagement to Improve Recognition of Mixed hATTR Presentation
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 entry from Alnylam Pharmaceuticals and Cognite Communications was a great initiative with clear strategic objectives. The judges really like the tangible clear health outcomes improvement target around diagnosis. A thoughtful and effective example of how data, insight, and alignment between teams can change behaviour in a complex therapeutic area.
