Finalist
TNBCSupport.com: The First TNBC Specific Patient Support Hub in the UK
by akt health on behalf of Gilead Sciences
Summary of work
Triple-negative breast cancer (TNBC) is one of the most aggressive forms of breast cancer, responsible for 40% of breast cancer deaths in the UK, despite only accounting for 15% of cases. It disproportionately affects younger and Black women, who already face barriers to early diagnosis and treatment. Yet, tailored information for TNBC patients has been scarce.
TNBCSupport.com changes that. Unlike many pharma websites that launch with good intentions but quickly become outdated and forgotten, this platform is an evolving resource shaped by insights on patient need. It provides a crucial middle ground between overly broad breast cancer resources and stark clinical papers.
Crucially, it doesn’t wait for patients to find it by chance. TNBCSupport.com proactively reaches patients at the point of need – intercepting ”Dr Google” searches through strategic SEM and SEO, supported by a robust social media presence and trusted endorsement by patient advocacy groups and healthcare professionals.
The impact? Over 85,000 new users in two years, with 114.8% growth (2023 to 2024) and 2,000+ return users last year. Comparing to the estimated TNBC patient population in the UK, this platform has achieved significant market penetration, becoming a vital, evolving support system for patients and carers nationwide.
Judges’ comments
Akt health and Gilead Sciences have created an important programme to close a much-needed information and support gap for patients living with TNBC. The resource was based on real patient insights, contained valuable information, and was very nicely presented. The programme was well executed, with endorsement from across the TNBC community.
