Global Oncology Support Solution Across the Rare Blood Cancer Patient Journey

Background

The Challenge

Myeloproliferative Neoplasmd (MPN) are rare blood conditions that are poorly understood by both patients and HCPs, leading to patients feeling alone and unaware of where to seek advice to cope with the practical and emotional impact.
As well, once diagnosed, patients are not activated to seek treatment, resulting in patient isolation.

Our Behaviour Change Approach

In-depth literature review alongside analysis of existing client insights from a social media audit and a global ethnographic research study to inform the strategy.
Identify key challenges along the patient journey and the underlying reasons that could be effectively addressed within various tools and resources.
Co-create with patient groups and expert stakeholders, including their personal contribution of experience in overcoming the challenges, and motivational support and advice from experts.

Global multichannel campaign toolkit that complements the patient journey and addresses the underlying reasons behind the key challenges identified in the research.
Co-creation sessions with patient groups and experts who reviewed content, provided helpful expert advice, along with patient testimonials about successful ways to deal with the impact of the condition.
Affiliate teams were engaged via workshops, newsletter updates and support to plan, localise and launch.

35,000+ annual unique visitors to global website
Localised toolkits rolled out in 30+ countries
Ongoing engagement and endorsement of solution from HCPs and key opinion leaders

It is really very nice to see this work at such a high standard—I think it will make a big difference.

- Haematology Consultant, UK