Partnering to Address the Leading Cause of Sight Loss in the UK
Summary of work
Novartis UK and the Macular Society worked together to develop a disease awareness campaign empowering people living with wet age-related macular degeneration (wet AMD) to take an active role in the management of their disease so they can maintain their independence for longer.
Wet AMD is a devastating disease, which can lead to rapid vision deterioration if left untreated, and eventually to a loss of independence. A number of practical and psychological barriers, coupled with a lack of understanding about the condition and how to slow its progression, mean that patients often do not attend regular eye appointments, which are key to preventing vision loss.
The two organisations, already working closely together, identified a real patient need in terms of a knowledge deficit about the condition and need for patient empowerment, which they were both fully committed to address. Insights from past and ongoing interactions with the patient community formed the foundation and guided the development and execution of the See What’s Next campaign, which involves activity in earned, paid, owned and social channels in order to inform, support and empower people living with wet AMD.
Hugely impressive engagement numbers, demonstrating that the strategy and tactics clearly worked exceptionally well. The judges particularly liked the personalisation of content, and commented on the feeling of partnership that came through in the entry between the two parties.