Highly Commended
PATIENTS ARE WHY™
Summary of work
For a pharmaceutical company, aspiring to be patient-centric is one thing, but making it a reality for every employee is quite another. After Astellas’ first Global Patient Centricity Month (PCM) in 2021 we found that, while 77% of employees had improved understanding of the value of their work to patients, 32% would still struggle to explain patient-centricity and 37% had not identified patient-centric behaviours to implement.
In 2022 Astellas needed to do more to change employee behaviour and embed a patient-centric culture in employees’ work. 90TEN and Astellas developed a strategy to make ‘patient-centricity’ tangible for each employee and help each person take ownership for maintaining Astellas’ patient-centric culture.
Under the theme of 'PATIENTS ARE WHY™’, our campaign tapped into employees’ emotional, rational and environmental drivers for patient-centric behaviour, through emotive patient and caregiver stories, allowing employees to share their own experiences and highlighting real, measurable ways teams are being patient-centric.
Survey feedback following PCM 2022 showed 86% of employees could better explain patient-centricity, 81% feel a sense of personal ownership/responsibility for providing outcomes that matter to patients and 93% plan to collaborate with other teams to deliver greater patient value.
Judges’ comments
90TEN and Astellas Pharma Europe impressed the judges by building on the experiences and deficits of the previous year to create an excellent campaign with some outstanding outcomes. The panel commend the team for doing things differently and being brave enough to refrain from tried and tested approaches. A fantastic campaign with solid execution and results.
