Highly commended
Establishing a Movement to Elevate Epithelial-Driven Disease Awareness and Care
by Lucid Group and Helios Global Group for AstraZeneca
Summary of work
Severe asthma (SA) patients experience significant unmet need, with ~60% remaining sub-optimally controlled, impacting outcomes and quality of life. The airway epithelium and epithelial cytokines play a critical role in SA pathogenesis; however, insights indicated low HCP awareness and understanding of their role. Enhanced focus on the epithelium would be critical to delivering better insights into how SA can be managed at its source. AstraZeneca therefore sought to establish a movement among respiratory HCPs, with a mission to elevate care towards remission, by enhancing exchange on epithelial science. A digital landscaping exercise uncovered insights that informed content scope, audience influence and channel priorities. EpiCentral was born in 2022 – an educational platform hosting content and resources co-created by 14 Global experts. The programme has diversified beyond a website into meetings, publications, congress booth presence and symposia, social media campaigns and field engagement activities. Localised in 23 countries, EpiCentral has attracted over 71,000 visits, alongside several successful social media campaigns, live expert meetings, symposia and interactive booths. The EpiCentral programme continues to elevate the importance of epithelial science amongst respiratory HCPs, driving measured increases in understanding and awareness, alongside noted improvements in search trends of key terms related to epithelial science.
Judges’ comments
Lucid Group and AstraZeneca have produced a comprehensive and nicely-integrated programme with demonstrable outcomes. The insights, audience segmentation objectives and strategy were all excellent, the measurement was robust, and the number of outputs impressive. A really strong campaign.
