Winner
Aiming For Zero in Hereditary Angioedema (HAE) with Takhzyro
By Takeda UK
With support from Makara Health Communications
Summary of work
Hereditary angioedema (HAE) is a rare, potentially fatal, disorder characterised by recurrent episodes of severe swelling (HAE attacks), the result being a heavy disease burden for patients and their carers. International guidelines(1) recommend immunologists should aim to keep patients free from HAE attacks, and Takeda wanted to translate this guidance into clinical practice.
Advice from the HAE community, market research and surveys informed HAE educational programmes, raising healthcare professional (HCP) awareness and challenging them to ‘Aim For Zero’. With patients and HCPs front of mind, the existing campaign for Takeda’s modern long-term prophylactic for HAE, Takhzyro (lanadelumab), was fundamentally transformed from a static to a multifaceted, multi-stakeholder engagement programme, presented on multiple platforms and focussing on the part Takhzyro could play in elevating the standard of care for the HAE community.
These innovative methods and digital executions have exceeded engagement metrics and industry benchmarks, establishing Takhzyro as a potential solution for patients aiming to live attack free. Takeda believes challenging the HAE community to increase the UK standard of care and to ‘Aim For Zero’ will continue to increase equitable patient access to modern long-term prophylactic treatments, including Takhzyro, across the UK.
Reference 1: WAO/EAACI HAE Guideline, 2021
Judges' comments
‘Aiming For Zero in Hereditary Angioedema (HAE) with Takhzyro’ is a well executed programme based on a compelling narrative. The insights were excellent, the objectives clear, and the strategic development was aligned to the objectives set. The content, channels and data were all strong, and the programme succeeded in increasing adoption and improving health outcomes.
