Highly commended
From Diagnosis to Living with PAH-Related to Systemic Sclerosis - The PAH Podcast Series
by M+F Health on behalf of Johnson & Johnson Innovative Medicine UK
Summary of work
Pulmonary arterial hypertension (PAH) is a rare, progressive, and life-threatening condition that affects approximately 4,000 people in the UK. Due to nonspecific symptoms, PAH is often misdiagnosed, leading to delayed interventions and poorer health outcomes. Early diagnosis and care are critical, as proactive PAH management can both save lives and improve quality of life for high-risk groups like those with scleroderma.
Recognising the need for increased awareness and education amongst this group, we partnered with Scleroderma & Raynaud’s UK to develop a digital campaign featuring a podcast series to educate healthcare professionals (HCPs) about PAH screening while providing essential support for patients.
The campaign leveraged a robust digital strategy, achieving 364,000 impressions, 3,863 clicks, 99,000 video views, and a 1% average click-through rate. More importantly, the views and listens were meaningful and demonstrated measurable intention for faster diagnosis, with 12% of LinkedIn HCP users engaging with the podcasts. The most popular episode focused on a patient’s experience with screening and diagnosis.
This campaign, which successfully reached a small but highly relevant group, is a testament to how digital and social channels, when used strategically, can drive meaningful impact.
CP-504031 | March 2025
Judges’ comments
Podcasts are hugely underutilised by pharma companies, yet they are the most powerful way to engage with HCPs across multiple disease areas, so it was good to see that that was the focus of ‘The PAH Podcast Series’. The team used insight-driven decision-making to identify LinkedIn as the optimal platform to ensure that they were reaching their audience directly. It was a clear entry that stood out, with good data and a very simple yet effective use of a limited budget.
