GSK
Mapping patient groups in emerging markets
When GSK came to us, little was known about important patient organisations operating in Asia Pacific and emerging markets.
Research was required to map the patient group landscape across five therapy areas in 10 little-known markets to support GSK’s patient advocacy international outreach.
Desk research told us the size, influence and activities of each organisation, which we combined with media analysis to frame each group’s profile, issues and focus of communications.
GSK incorporated our findings into a global guide to support effective partnerships with patient groups across their international markets.
Our work attracted the top Platinum award from AMEC (the International Association for the Measurement and Evaluation of Communication) whose judges described it as “simply stunning” and “of real commercial value”.
“The project delivered substantive support of the need for a GSK global patient advocacy strategy through provision of robust influence maps of patient groups active in a global context. The project confirmed the presence of effective patient organizations working in the majority of GSK’s emerging and Asia Pacific markets.
It reaffirmed the opportunity for engagement and the need for GSK to respond to patient organisations.”