Healthcare: Roche TAg

Healthcare: Roche TAg

Roche: Creating a tailored and motivational internal communications campaign to generate ’buzz’ around the #TAg platform and encourage collaboration amongst teams.

Madano services:

Brand Creation, Design, Campaign Development

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Challenge

Against an environment of internal change and uncertainty, Roche payer, regulatory and access teams sought to roll out their documentation collaboration tool – #TAg – internally and drive awareness of the value of collaboration among these audiences.

Approach

We used engaging communications, including an animation, video clip ‘endorsements’ by senior staff and mentions on Roche platforms, to create positive dialogue globally. Additionally, a variety of training opportunities (including user manuals and an interactive treasure hunt competition) promoted the take-up and functionality of #TAg. These activities culminated in a final launch event in late 2017.

Impact

High campaign engagement drove awareness and the use of #TAg (240 training participants; 80 treasure hunt participants; 956 licences distributed; 756 documents uploaded). There were nine mentions across Roche platforms and 95 stakeholders attended the launch event. #TAg was submitted to EUnetHTA (to build the external presence of #TAg). The results of a satisfaction survey showed that 70% of users found the tool easy to use and thought it provided an everyday functionality benefit.

Healthcare: AT Society

Healthcare: AT Society

AT Society: Daring a charity to extend its brand further to engage and communicate more efficiently to key stakeholders and general public

Madano services:

Brand creation, design, corporate communications, stakeholder engagement strategy

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Challenge

The Ataxia-Telangiectasia Society (AT) contacted Madano in 2019 with the complex request of updating and refreshing its brand and communications with the medical research community, as well as helping to support fundraising and engagement drives aimed at the general public.

Approach

We worked with the AT society to develop a compelling proposition, identity, brand and content plan to communicate the purpose, mission and vision of the brand. By refreshing and simplifying their corporate identity to make it more engaging and accessible, we ensured the brand was no longer an accessory but an integral part of the messaging campaign.

Impact

We updated the AT Society’s brand guidelines in line with the new initiative, which was rolled out company-wide. The new branding was met with enthusiasm from internal stakeholders and has allowed us to grow our partnership with the AT Society. We continue to work with the AT Society in its efforts to raise awareness of the disease among its scientific community, as well as its fundraising drives with the general public.

Inspiring public action to combat bladder cancer

Inspiring public action to combat bladder cancer

Roche: Inspiring public action to combat bladder cancer

Madano services:

Disease awareness campaign, social media strategy and execution, internal communications, digital services, creative design

Challenge

Globally, awareness of bladder cancer and its signs and symptoms is low. Consequently, many individuals are diagnosed late and survival rates are poor. To combat this challenge, Roche launched WeCare, a bladder cancer awareness campaign, during Bladder Cancer Awareness Month.

Approach

First, we identified key influencers and invited them to attend a roundtable to agree campaign goals. In parallel, we engaged with Dave, who shared his story of diagnosis and life with bladder cancer, and acted as the ‘face’ of WeCare. We also created a vibrant design, which was incorporated into the WeCare website, YouTube videos, a game and a social media campaign.

Impact

The estimated reach of WeCare was 24 million impressions globally, via Google, Facebook, LinkedIn, YouTube, in-app banners and programmatic marketing. Dave’s story video has more than 330,000 views and is in the top five most-viewed Roche videos. Key patient group relationships were identified, built and cemented, and the World Bladder Cancer Patient Coalition was born out of the initial roundtable.

Educating and exciting internal stakeholders ahead of an important product launch

Educating and exciting internal stakeholders ahead of an important product launch

Roche: Engaging and revitalising the internal team to transform Alzheimer’s disease

Madano services:

Event planning, corporate communications, engagement strategy, creative development, digital, creative implementation, employee engagement

Challenge

Roche has been committed to Alzheimer’s disease (AD) research for many years and has an extensive clinical and diagnostic pipeline. Following a period of uncertainty and team changes, there was a need to re-engage the AD team, build confidence in the programme and strengthen collaboration between global and affiliate teams.

Approach

We were originally tasked with delivering a face-to-face meeting to inject positive energy into the internal community. Due to COVID-19, this plan was pivoted into a virtual meeting with participants from 15 time zones. Additionally, we launched a completely rebranded 60-page internal platform with a video pledge wall and shared complementary branded materials with each team member around the world.

Impact

Over 80 people attended the virtual two-day event, with 16 presentations, five videos, three external clinicians in attendance, three emailers and a team-building virtual scavenger hunt. A post-meeting survey revealed that all respondents felt the meeting was well organised and had met their expectations in terms of content.

Building support for salmon’s role as a sustainable food source

Building support for salmon’s role as a sustainable food source

Global Salmon Initiative:
Building awareness of salmon’s role as a sustainable food source

Madano services:

Influencer Identification, Stakeholder Mapping, Content Strategy

Challenge

Salmon farming had a mixed reputation and was lacking support outside the industry. To improve understanding, acceptance and support for aquaculture’s role in providing healthy and sustainable sources of protein to feed growing populations, the Global Salmon Initiative (GSI) was looking to identify the right people to help drive the initiative’s strategic objectives.

Approach

Using our kiite technology, we identified the most influential NGOs and foundations running relevant projects in the space, and investigated the role NGOs play in influencing the broader stakeholder landscape.

We visualised how this influence plays out in the digital space by examining website links, social media interactions, and other proxy indicators of engagement and influence.

By collating millions of relevant data points from multiple sources, we were able to better understand influence in order to provide GSI with strategic insight to inform stakeholder engagement planning.

Impact

Having identified key influencers, GSI was able to target their stakeholder outreach to the most active and engaged organisations in the food system space. Using their insights collated, GSI secured numerous introductory meetings, fostered solution-focused dialogue, which led to partnerships and initiatives with a number of key influential NGOs and organisations.

In addition to identifying possible partners to support their work, we were also able to identify important avenues for GSI to further promote their work among influential circles. This included a webinar with the editor of a leading environmental news website and publishing an article with a news source about the need for an evolving food system.

A revamped content strategy, based on research, has driven greater GSI influence across social media channels, including increasing GSI’s Twitter engagements by over 1300%, increasing GSI’s Twitter following by 33% and increasing Tweet views by over 200% over a one-year timeframe.

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