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Our Global Marketing team wins big this award season for its ‘UPwards with a smile’ patient experience program


The creative team at Avalere Health recently won multiple awards for their fantastic patient experience program for individuals affected by X-linked hypophosphatemia (XLH).

The Global Marketing team at Avalere Health recently launched a patient experience program for children and teens living with X-linked hypophosphatemia (XLH) and starting a novel, life-long injectable treatment.

The comprehensive patient experience program won multiple healthcare awards, including a Bronze Clio Award, three Creative Floor Awards, and two PM Society Awards for categories such as the best use of insight, design craft and patient support.

A brave and curious campaign

For young ones and their parents, starting fortnightly injections can be confusing and anxiety inducing. By including them in the conversation and developing relatable, brave, and curious content, our creative team helped them feel more in control and increased the likelihood of a positive patient experience.

The team leveraged the magic of creative storytelling to explain the condition and how the treatment works. Using characters inspired by the language that XLHers use to describe their condition, they created a fantasy world that helped young patients talk about and feel seen in their experience, explained the injection experience in a simple and accessible way, and encouraged relevant life lessons inherent in the patient journey.

The award-winning patient experience program was built on insights and issues exclusive to this disease and the new method of treatment. The digital and physical assets for the program—including a family-friendly WebApp, gamified learning experience, beautifully illustrated storybooks, and more—offer avenues to make life simpler for both patients and carers as they make the switch to the new treatment, as well as supporting their broader life trajectories as they age and face new opportunities and challenges.

Violet Gierko-Thant and Rachel Kelly, Associate Creative Directors on the project, said, “We are immensely proud of the program and the recognition it has received, and even more so of the effect that it will have on children with XLH and their parents. It’s incredibly rewarding to truly be making better health happen.”

Many congratulations to the team and their hard work, which was validated not only by the many awards but also approved by XLH patients and HCPs around the world.

The success of the project was made possible by the intensely collaborative spirit that underpins all the work we do at Avalere Health, from experts that bring their wide and deep knowledge of rare disease to the creative and empathetic members that bring the campaign to life.


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This award was won by Hive Health.  In October 2023, Fishawack Health became became a single, unified organization – Avalere Health. As a result, the Hive Health and Pollen Health brands were retired, with its experts forming globally connected interdisciplinary teams as part of our Marketing capability.

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