eyeforpharma_barcelona_2015_awards_results

Barcelona
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Awards 2015 Results
Tuesday 24th March 2015
CCIB, Barcelona, Spain

eyeforpharma Barcelona - Awards 2015 Results
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Welcome to
the 2nd annual
eyeforpharma
Barcelona Awards!
On behalf of the eyeforpharma team I would like to thank our
sponsors, Box & Salesforce, our judges, the finalists and all those who
entered for making the second year of the eyeforpharma Barcelona
Awards just as successful, if not more so, than the first.
eyeforpharma Barcelona 2015 was created to set the vision for your
2020 plans. As the conference will help you take the steps needed to
become your customer’s partner of choice, the awards are designed
to recognise those amongst you who are already succeeding in the
leading the way and inspiring those who are making plans to do so.
Congratulations to our winners and finalists for putting the patient
‘or customer’ at the heart of your thought process and activity,
engaging with them in a realistic and efficient way to improve their
quality of care, and education. Once again we were overwhelmed
with the quantity and quality of the initiatives submitted by
companies from all over the world. You should all be very proud of
your achievements!
This document not only details the winners and highly commended
in each category, but gives exclusive insights into the successes of
the winning initiatives, and key learnings which you can take back
to your team for future exploration, once again helping to shape
your vision for 2020. I hope you find it useful, interesting and inspiring.
I look forward to welcoming you back next year!
Best regards,
Chloe Leighton
Awards Director
eyeforpharma
+44 (0) 207 375 7524
chloe@eyeforpharma.com
The Judges
James Barlow
Chair in Technology Innovation
Management - Healthcare
Imperial University
Mike Barlow
Parkinsons Patient
Lutz Bonacker
VP/GM for Western Europe
CSL Behring
Charlotte Cato
Senior Strategy Manager Asia
Lundbeck
Eddie Chan
Global Head of Customer
Solutions Innovation
Sanofi Aventis
Heidi Floyd
Cancer Survivor Executive Director
Kids II Foundation and Pink Power
Moms Steering Committee
Alberto Grua
Chief Commercial Officer EU,
Australia and North-America
is a member of the Corporate
Executive Board
Grunenthal
Sir Michael Hirst
President
International Diabetes Federation
David Laws
Thought Leader Customer
Advocate
Global Partners
Marco Mohwinckel
Global Head of Integrated Care
Solutions
Janssen Healthcare Innovation
Matt Portch
North America Global Innovative
Pharmaceuticals
Pfizer
John Pugh
Head of Digital Innovation
Boehringer Ingelheim
Jan Schluechter
Global Head Key Account
Management and Customer Model
Innovation
Novartis
Michael Seres
iPatient
Dr Julian Spinks
General Practicioner
NHS
Stephen Turley
Managing Director
Lundbeck
Jan van Bodegom
Director Surgeon
Alexander Monro Breast
Cancer Clinic
Jack Whelan
Cancer Survivor
Rose Woodward
Patient, Survivor and Founder
The “Patient to Patient” Kidney
Cancer Support Network

Most Valuable
Patient Initiative
Abbvie / Biosector2;
Don’t Turn Your
Back on It
Abbvie, together with communications
agency Biosector2 created
Europe’s an awareness initiative for
inflammatory back pain. This includes
a website with symptom checker,
information about getting help.
More than 136,000 people visited
the website in the first 5 months, with
nearly half taking part in the symptom
checker, and over 12,000 people
indicating they will be seeking help
from their doctor. Their success has led
to roll-out in Japan, Australia, Ireland
and New Zealand and has succeeded
in raising awareness and improving the
patient journey.
AstraZeneca / Exco InTouch;
Me My COPD
Exco InTouch and AstraZeneca have
partnered to develop an initiative
to improve the life of those suffering
from chronic obstructive pulmonary
disease (COPD) which uses interactive
mobile phone and internet-based
health tools to help patients, caregivers
and their healthcare team track and
manage the condition. The program
incorporates personalised content,
dashboards, goals, rewards as well as
traditional monitoring components
such as data collection and reminders.
Patients are much more educated
about their disease as a result.
wInner Janssen Healthcare
Innovation;
Care4Today™
Orthopaedic Solutions
Finalists
“Guiding a patient from beginning to end
of their surgical journey, stepping through
all the way to end of recovery? Magnificent.
As patients, we often are overwhelmed
and unable to absorb required data while
preparing for life-changing surgery. This
resource appears to be the perfect tool to allow
and encourage patients to educate themselves
about the intense process at their own pace.
Health information such as this will change the
future for patients and caregivers worldwide.”
Heidi Floyd, Cancer Survivor Executive
Director, Kids II Foundation and Pink
Power Moms
J
anssen Healthcare
Innovation, in conjunction
with DePuy Synthes and the
orthopaedic department
of Guy’s St Thomas’ Hospital
in London, have created an
interactive patient experience
through a printed pack and
interactive website to improve the
journey of hip/knee replacement
patients. The initiative was
designed to engage and educate
patients throughout their surgery
and recovery and allowed for two-
way communication between the
patient and their healthcare team.

Bayer HealthCare
Turkey; Women’s
Health TV
Women’s Health TV is a live internet
TY created to connect women and
Doctors in Turkey in order to address
gynaecological questions they may
have, but do not want to ask face-to-
face. The free service is anonymous,
and can be access on multiple
devices, and also allows women to
watch back webcasts ‘on-demand’.
eClinical Health/ Langland
/ Mendor / Sanofi; VERKKO
This partnership launched a completely
remote clinical trial for diabetes
patients. Patients can follow their
glucose profiling through a patient
portal, empowering them to self-
manage their levels. Physicians also
have access to their profile which
encourages greater communication
about treatment between the patient
and the physician.
GlaxoSmithKline;
Clinical Trial
Questionnaire
GlaxoSmithKline have developed a
structured questionnaire to be used in
clinical trials to systematically obtain
feedback from trial participants. The
objective was to identify strengths
and weaknesses of the design from a
patient perspective in order to improve
the patient experience in future trials.
Grünenthal GmbH;
My Pain Feels Like
Grünenthal have created a campaign
to improve communication between
patients and physicians about pain.
The questionnaire enables patients to
describe their pain in more detail, to
ensure better diagnosis. They created
a ‘pain dictionary’ to help doctors and
patients talk about pain in the same
way through a simulation; ‘pain box’.
Novartis
Pharmaceuticals
UK; Symtrac
Novartis created their first mobile
app to recognise, record, report and
review relapses in Multiple Sclerosis.
Patients were asked for their views and
recommendations for the creation
of the app, and then a website with
tools for nurses to enhance their
discussions with their patients and track
their history. The website holds video
content with real patients, including
Team GB Paralympian Stephanie
Millward, as well as download
material which enhance their regional
workshops and MS nurse education
programme.
Key Learnings
A
ppropriate interaction
with end users can
bring benefits to
pharma and – more
importantly – to patients themselves.
As eyeforpharma’s whitepaper
From Dinosaur to Digital: How
Smart Technology is Transforming
Pharma Sales shows, companies are
increasingly alive to the possibilities
of digital channels and are exploring
them in new ways: the shortlisted
initiatives in this category prove there
is no shortage of imagination and
innovation across a variety of therapy
areas, including diabetes, multiple
sclerosis and pain management.
Companies realise that they have the
tools to help ease patients through
their treatment journey – and this is the
key to Janssen Healthcare Innovation’s
winning entry, a print and online
programme which guided hip/knee
replacement patients along a path
designed to improve communication
between them and their doctors.
Positive trends from leading submissions showed:
• Patients are overwhelmed by data, at a time when
they may be physically and emotionally at a low ebb,
so offering them a clear roadmap to improve their
treatment journey is welcome.
• Two-way communication between patients
and pharma is both possible and desirable, and
imaginative companies are proving that it can
be done successfully while keeping within
regulatory guidelines.
• Pharma needs to embrace technology and the
opportunities it offers to improve awareness and
education, bringing patients closer to their treatment
partners.
• Via the use of apps, websites and devices, patients
are becoming more empowered when it comes to
recognizing symptoms and managing their condition.

Most Valuable
HCP Initiative
Astellas Pharma Turkey; Astellas
Liver Academy
In Turkey the number of people on
the liver transplant list is too high for
the number of HCPs and clinics able
to perform the procedure. The Liver
Academy was set up to create centres
of excellence and training to increase
the number of HCP’s with training
in this area. The academy allows
voluntary HCPs to get training in liver
transplantation with the aim to improve
the waiting times and outcomes of
future liver transplants.
Grünenthal GmbH; CHANGE
PAIN initiative
The CHANGE PAIN initiative aims
to enhance understanding of
chronic pain patients’ needs and
develop strategies to improve pain
management through an interactive
learning platform for HCPs. Driven
by an advisory board, the initiative
has engaged with 65,000 HCPs in
educational activities.
wInner Janssen Healthcare
Innovation;
Care4Today™ Heart
Health Solutions
Finalists
“An excellent example of partnership working
between pharma and HCPs. A need was clearly
identified, a solution found and there are
objective results available from review. There
is clearly a potential for the scheme to be
rolled out to other hospitals and the approach
to be used again in other clinical areas.”
Dr Julian Spinks, GP, NHS
T
he Heart Health Solutions
programme is a
comprehensive cardiac
rehabilitation programme
which digitises health records
allowing for improved referral
and recruitment of patients
onto cardiac rehabilitation and
providing engaging and interactive
exercise programmes for patients
based on real-time data.
The programme has reduced
waiting time for patients to start
cardiac rehabilitation, increased
engagement and empowered
patients. For staff, efficiency has
been improved meaning more
patients can be seen.

GlaxoSmithKline / Big Pink; Twinrix initiative
The Twinrix self-led detail aid was created to educate HCPs on the lesser known risks of hepatitis when travelling, through
in interactive and educational resource. Inspired by a hazard perception test (used for driving theory) the HCPs are put
into the shoes of a traveller on holiday under timed conditions and must spot risks; which leads to further educational
information. The knowledge learned can be shared with patients to improve disease awareness.
Sanofi; Connecting Nurses program
The Connecting Nurses programme was developed to allow nurses from all over the world interact, sharing ideas and
innovations. The programme organises meetings and events, as well as allowing nurses to post new innovations onto a
Care Challenge platform which are shared globally. It also included a digital library which is designed by nurses for nurses
to facilitate the search for relevant information. The result is a fully connected community of nurses who are educated,
empowered and recognised for their achievements.
Key Learnings
H
CPs are under pressure
from a number of
quarters. With this
in mind, improving
efficiency, simplifying processes
and helping doctors to better
target patients who require help
are among the key things that
the shortlisted finalists achieved
– and it is likely that learnings
from these can be rolled out to
other settings. The winning entry,
Janssen Healthcare Innovation’s
Care4Today™ Heart Health
Solutions, demonstrated how
important such initiatives – in this
case involving the digitization of
health records - can be in driving
efficiency and reducing waiting
time, with a more streamlined
referral process ensuring that
patients are started more
quickly on the most appropriate
treatment.
• Using digital access to data can help HCPs by
facilitating the search for relevant information.
• Technology is particularly powerful when it allows
HCPs to visualize the world as their patients do,
creating educational resources which can be passed
on in a vivid way to at-risk groups.
• The connectivity of the internet is a powerful tool
when it comes to getting people from across the
globe to share their ideas or develop strategies
through interactive learning.
• Not everything needs to be online: an academy
training HCPs in liver transplantation techniques was
among the finalists, proving that there is still great
value in more traditional ideas.

Most Impactful Emerging
Or Global Initiative
AstraZeneca;
Phakamisa program
The Phakamisa initiative’s primary
goal is to support breast cancer and
prostate cancer patients through
a holistic approach. This involved
strengthening the referral system,
educating patients and HCPs and
creating awareness and therefore
providing adequate diagnosis.
They focussed on training ‘Patient
Navigators’ who were trained in
regional workshops who can now track
their patients’ progress and provide
support to patients throughout their
journey.
Bayer HealthCare;
World Thrombosis Day
To combat the very little awareness
and dialogue about thrombosis, Bayer
and the International Society on
Thrombosis and Haemostasis launched
World Thrombosis Day on October
13, 2014 which engaged over 39,200
viewers through videos and flash mobs
to raise awareness.
wInner Sanofi Pasteur;
Break Dengue
Finalists
Judge’s comment: “This is a very important
project, with potential to continue to make a
difference in the disease management and
continuous efforts to control Dengue. The
3rd party non-profit coalition manager is
innovative and a strong sign of true CSR.”
Charlotte Cato, Senior Strategy Manager Asia,
Lundbeck
B
reak Dengue is a non-profit,
open platform that links all
dengue fighters. It shares
knowledge and supports
concrete activities to fight dengue;
helping them become more scalable
or developing them in new regions.
The initiative also involves social media
interactions to create awareness and
empower those suffering.

Ferring / Elsevier; Resource Centre
Ferring Pharmaceuticals have funded Elsevier’s online educational ‘resource centre’ with the Reproductive Biomedicine
Online journal in order to overcome difficulties with local applicability of online educational resources. Through translation of
materials, and national workshops driven by local need as well as online tutorship this partnership has enabled cross-cultural
communication and education. Activities also took place in Australia, Brazil, China Egypt.
Lundbeck; Dementia Awareness Project
Lundbeck’s Dementia Awareness Project is a multi-channel project aiming to spread education and awareness among
HCPs in the Middle East. All the multimedia materials were built to secure continuous dialogue and scientific debate among
HCPs and inspire continuous improvement of education.
Key Learnings
T
he international category
embraces both disease-
specific and more general
entries, including – but
not limited to - those which seek
to alleviate problems of the
developing world. Sanofi Pasteur’s
Break Dengue platform won for
its part in sharing knowledge
that will help to fight this tropical
illness and strengthen disease
management: the judges also
responded to a social media
element which encourages the
empowerment of those with
the condition. The entry was up
against stiff competition from
some worthy programmes,
ranging from dementia awareness
among HCPs in the Middle East
and a global thrombosis drive to
supporting breast and prostate
cancer patients in South Africa.
• The developing world is a fruitful area for innovation,
with pharma companies demonstrating a
commitment to the practice – rather than simply the
idea – of CSR.
• There is an emphasis on scaling up activities by
using locally-trained representatives in regional
workshops who are then able to spread messages
and support patients.
• Cross-cultural communication can be achieved so
long as local sensitivities are recognized
and observed.
• Imaginative use of technology to maximize
international engagement via such vehicles as
video and flash mobs as well as more conventional
online activity.
• Continuous education is a vital element in success,
with several programmes including online tutorials
and on-site teaching or even a combination of
the two.

Customer
Innovator Award
Katia Baeke; UCB
Katia created an internal
intranet community
to encourage UCB
employees to share
information around
patient topics, launch initiatives and
connect with each other. Patients are
brought in to share their experiences
with planned QA – this information
is shared across the world through the
internal portal to help change the
perspective of UCB employees towards
patients.
Tim White; Lundbeck
Tim developed not only
a compelling business
case, but also a clear
and compelling vision to
ensure Lundbeck is seen
not only as a provider of world class
products, but also as a leader in terms
of customer interaction excellence.
He succeeded in creating true
collaboration across functions and
across markets. Tim also created a
social media vision to improve online
interaction with patients. Tim has
proved that by communicating a clear
vision with passion and collaborating
openly with individuals across functions
and across markets that great change
is possible.
wInner Christi Marsh;
UCB
Finalists
“Very patient centric. This candidate shows
a high degree of empathy with patients and
subsequently drove forward a solution that
best met their needs rather just the company’s”
John Pugh, Head of Digital Innovation,
Boehringer Ingelheim
C
hristi developed UCBCares –
a one-stop-shop for patients
which combines all call-
centres and sources of patient
and customer services under one
number and office space. Patients
are assigned a solutions manager
to personally address their concerns
from assistance, medical information
and healthcare referrals to clinical
study guidance and event non-UCB
medication and treatments.

Key Learnings
A
s eyeforpharma’s Industry Healthcheck has highlighted, there is a wide understanding that
companies need to move towards becoming genuine healthcare providers – and this award
is designed to showcase the pharma people who are helping to push the boundaries of what
is considered good practice. Not surprisingly, patient centricity was a key theme in this year’s
entries, with the finalists all demonstrating in their different ways the importance of having the end user in
mind at all times. The winner, Christi Marsh, was behind UCBCares, which offers a single point of contact for
patients, whatever their needs – including around treatments which are not marketed by the company.
• Meeting patients’ needs with empathy and understanding – rather than merely
having the company’s priorities in mind – is a key factor in success.
• Asking patients to share their experiences is something pharma is beginning to do,
but those firms paying more than lipservice to the idea
– and really connecting with patients - are discovering real advantages.
• The ability to collaborate and to communicate a clear vision while providing
practical, business-focused solutions is as important as it has ever been.
• Company staff are often underused as a data resource but they can be a real
goldmine of relevant information on patients, customers and products.

Lifetime Value
Achievement Award
Koen Andries; VP Scientific Fellow in Research Development, Janssen
Andries has battled successfully with his team to develop a new antibiotic for the treatment of multi-drug
resistant tuberculosis called bedaquiline. According to Koen, it was sheer persistence and the ability to
convince the heads of RD to stay the course that secured the eventual success of the project after almost
15 years. The European Patent Office named Drs. Koen Andries and Jérôme Guillemont and their research
team the 2014 winner of the prestigious 9th annual European Inventor Award from a group of 15 finalists. When
questioned on whether he had seen, at first hand, the effect this drug has had on the lives of patients in Africa, he became
very emotional: “I’ve seen it [the devastation] in the eyes of patients and it’s very hard. We never realise what happens in
developing countries until we actually go out there and witness it ourselves”.
wInner Roch Doliveux;
Former CEO, UCB
Finalist
R
och narrowly missed out on this award in 2014; but
has been nominated again by his employees and
has triumphed in 2015. Under Roch’s leadership,
UCB has developed into a focused, patient-
centric industry leader recognized for growth and a
strong pipeline. In 2012, Roch unveiled UCB’s new tagline
– ‘Inspired by patients. Driven by science.’ This focus on
empathy and innovation reflects the core of what UCB
has become under Roch’s leadership, with the company
annually surveying all 9,000 staff to determine the level
of patient-centric employee attitudes. Roch thinks the
industry risks may be losing sight of who its real customers
are and what it can learn from them. “I associate patients
as individuals, people that live with diseases. Am I doing
enough? No. But I am as connected with patients as I am
with top KOLs”, he clarifies.

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