The campaign
We were asked to develop an engagement programme to set a new benchmark for excellence in pharmaceutical partnership. United by a shared purpose to improve outcomes for people with hereditary angioedema (HAE) - a rare, life-impacting condition - we co-created a national campaign with BioCryst and HAEUK to embed shared decision making in clinical practice and raise awareness with HCPs and patients alike.  The resulting Power of Partnerships campaign would set new standards in patient care for rare diseases.
The insight
It began with comprehensive desk research and stakeholder mapping, followed by in-depth interviews with healthcare professionals (HCPs) and patients to understand barriers to shared decision making. Surveys and workshops were co-created with HAEUK and Barts Health NHS Trust, ensuring the patient voice was central. Our research looked at understanding the burden of disease and experience of current treatments, ultimately highlighting challenges like the need for more aspirational shared decision making conversations.
26%
of HAE patients found everyday life challenging
32%
said unpredictable attacks are the biggest challenge
The communications
We launched a white paper including insights to deepen HCP empathy for patient experiences and provide recommendations to patients, HCPs and the system to support the use of shared decision making.
We also launched practical patient resources co-created with HAEUK and Barts Health NHS Trust, including a patient diary and a pre-consultation questionnaire to help patients track symptoms.
The impact
The press launch was covered in The Telegraph, the British Society of Immunology and across local BBC Radio stations, raising public awareness of the campaign.
The white paper and patient resources were distributed by HAEUK and adopted in immunology centres specialising in HAE across the country.
Now used in consultations across the UK, these tools foster patient confidence and enable HCPs to gain an accurate 360 degree view of their patients' disease. This sets new standards for patient care in rare diseases.
Post campaign, surveyed consultant immunologists reported positive feedback on using the materials and felt that they provided a positive change in clinical interactions - demonstrating that campaign improved shared decision making conversations, shining a light of optimal practice.
77
million people reached following the press launch
87%
of surveyed consultants engaged with the materials
92%
of surveyed consultants found the materials helpful
62%
of surveyed consultants reported a positive change in clinical interactions
Award winning
We’re incredibly proud that the Power of Partnerships campaign has won Partnership Project of the Year (Pharmaceuticals) at the Excellence in Healthcare Partnership (EHP) Awards 2026.
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We were also Highly Commended for Multi-Sector Partnership of the Year.
