There are stories that science alone can't tell
As a leading biopharma, GSK knows that in order to prevent and treat disease, you need to understand the day-to-day experience of patients. What’s it like to live with a disease? What keeps them awake at night? And how do the available treatments make them feel? The answers are often beyond what data and textbooks hold; however, challenging assumptions and understanding the difficulties patients face, can significantly change the course of drug development, to deliver life-changing vaccines and medicines.
Internal research had revealed an opportunity to highlight the importance of employees truly understanding patients’ realities. The campaign sought to address this by elevating the patient voice, challenging assumptions, and inspiring new ways of thinking.
Leading with the unexpected
A deep dive into several case studies helped us find patient insights that were surprising or unusual. We then created global campaign that put these insights front and centre, highlighting projects when these nuggets of truth played an important role, creating intrigue and driving people to find deeper content and use cases.
A tone defining film sat at the heart of the campaign, with real patients discussing their challenges and hopes for drug development.
Impactful results
Since it launched, the campaign helped increase engagement, with survey data showing a rise in sentiment for both GSK as a place that was truly ambitious for patients and people feeling empowered to be ambitious for patients in their role.
Anecdotal feedback has been phenomenal and has seen a 20% YoY increase in click throughs to the Patient Engagement playbook - a core ambition for this first phase of the campaign.
"I've never seen a film quite like this before at GSK. Our mission was to show just how important it is for us to listen to those living with disease, so that we can deliver better outcomes for them and make a positive difference in their lives. The end result was beautiful, emotive and exceeded all our hopes. I remain hugely grateful to all those involved, and especially humbled by the patients who shared their experiences with such honesty and openness. A heartfelt thank you from me." Andrew Benzie, Head of Patient Focused Development.
