Roche: Making a big splash to educate and excite internal stakeholders ahead of an important product launch.

Madano services:

Employee Engagement, Corporate Communications, Engagement Strategy, Creative Implementation, Event Planning

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Challenge

Roche’s lead candidate for the treatment of spinal muscular atrophy (SMA), risdiplam, offers the potential for Roche to make a real difference for people affected by this devastating disease. Despite FDA approval being expected in 2020, time and capacity pressures meant that many employees outside of Roche Neuroscience had not had the opportunity to learn about SMA and risdiplam.

Approach

We were tasked with implementing a creative disease awareness campaign to foster internal excitement around the launch and impact of risdiplam on patients’ lives. To align with the brand of ‘Destination Everywhere’, we launched a bespoke treasure hunt around Roche offices via a digital app. The treasure hunt was open to all employees and consisted of quizzes, missions and physical posters designed to raise awareness of SMA and the clinical programme.

Impact

Over 100 people across multiple areas of Roche participated in the event, exceeding expectations. Results from a post-event survey revealed that 88% of participants enjoyed the event and 94% would take part in a similar event in the future. The event created a successful foundation for our employee engagement strategy, enabling Roche to implement additional awareness campaigns in 2020.