Excellence in Corporate Communications – External Stakeholders

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The Takeda Pharma: Repurposed? Campaign

by Hanover Communications for Takeda

Summary of work

Hanover was tasked with defining, developing and delivering an authentic and powerful story for pharmaceutical company Takeda UK & Ireland to help it stand out in a fiercely competitive market. All at a time when COVID-19 was dominating the news agenda.
The Pharma: Repurposed? campaign successfully established Takeda as a thought leader on the importance of purpose to the pharmaceutical industry and generated discussion among key stakeholders about how the sector can build trust with the public and healthcare professionals to improve the future of healthcare.
For the campaign, we developed a fresh report, which analysed public and healthcare professionals’ perceptions of the pharmaceutical industry in light of COVID-19 and provided tangible recommendations for how the sector can convey a stronger sense of purpose to ultimately improve patient outcomes. The report was launched at a virtual panel discussion, generating debate and opening up new opportunities for collaboration with MPs, patient organisations and industry peers, while our media campaign secured over 30 million impressions across national and health trade publications.

To date, the program has successfully generated and leveraged data through newly established channels and partnerships with engaged stakeholders. The program has already successfully influenced clinical practice and policy at global, country and clinic levels via novel insights and targeted, patient-focused solutions. Adherence is gaining the attention it has long needed, and real-world outcomes will improve as a result.

Judges’ comments

Their interesting approach to build corporate reputation by taking on perception challenges for the pharmaceutical industry made this Hanover and Takeda project resonate with us. It had clear objectives, good implementation and an impressive level of engagement and we can see that the campaign has legs to continue to run and contend over time so look forward to seeing further progression to reach maximum effectiveness and impact.