Healthcare: Roche SMA

Healthcare: Roche SMA

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.

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

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.

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