Daiichi Sankyo UK Limited

Stand Number: 69

Daiichi Sankyo UK Limited - Passion for Fasting

Daiichi Sankyo is an innovator in cardiovascular and diabetes medicines committed to understanding NHS needs and to working collaboratively at a local level to enable pioneering treatments and models of care to be delivered to patients.

Daiichi Sankyo UK Limited is a global pharma innovator.  Established in 2005 after the merger of Sankyo Co. Ltd and Daiichi Pharmaceutical Co Ltd, it develops, manufactures and sells pharmaceutical products.  The National Health Service is the biggest stakeholder for Daiichi Sankyo UK, which is why it seeks to understand the challenges faced by the four devolved nations.  It adapts programmes to reflect the wider goals of the NHS, such as reducing the impact of CVD and diabetes, and also tailors services to meet the local needs of customers.  This collaborative approach between the NHS and industry, supported by the Darzi report, enables pioneering treatments and models of care to be developed and delivered direct to patients.

Showcase Content:

Patient education programme reaching out to Muslim people with diabetes intending to fast during Ramadan (Awarded the Diabetes UK Education Award in 2008 and 2009).  Showcasing how the NHS can work collaboratively with industry to facilitate the delivery of structured patient education programmes that deliver improved clinical outcomes. 

The programme led to a 30 per cent increase in the numbers of patients accessing Rapid Access clinics and receiving timely and relevant information to improve their disease management.  The final outcome was a reduction in weight and hypoglycaemic events in patients who were exposed to the educational initiative over those who were not. 

Passion for Fasting was funded by an educational grant from Daiichi Sankyo UK Limited, while a specialist PR/ Communications consultancy Ash Healthcare helped to develop and deliver the programme with Dr Devasenan Devendra and his team for Brent tPCT, and a team at Central Middlesex Hospital.

The innovative campaign strategy involved working closely with community leaders including Imams at the local mosques, which helped to engage the audience in an environment where they would be more responsive, and better able to understand.  Other promotion, including a poster and leaflet and patient education sessions in four different languages, as well as media relations activity supported the direct community approach. 

People involved in the development and running of the campaign will be available to talk to delegates at the NHS Innovation EXPO.

Contact:

carys@ashcommunications.com
Lorraine.adam@daiichi-sankyo.co.uk

www.daiichi-sankyo.co.uk
www.ashcommunications.com

Partners:

Private sector:

• Daiichi Sankyo UK Ltd - sponsors via an educational grant.
• Ash Healthcare - specialist PR/ marketing communications consultancy.

NHS:

• rent tPCT lead: Dr Devasenan Devendra, Consultant in Endocrinology & Integrated Diabetes Care, Central Middlesex Hospital, Educational coordinator and dietician.

• Additional expertise: Dr Mohamed Hassanein Consultant in Endocrinology & Integrated Diabetes Care, Glan Clwyd Hospital, North Wales.

The involvement of local religious groups and community leaders was key to the success of the project. 

Brent tPCT - Dr Devendra’s team based at the Jeffrey Kelson Diabetes Centre - worked closely with Ash Healthcare and Dr Hassanein in a steering group that developed and put into place healthcare professional and patient-targeted educational initiatives.  Daiichi Sankyo UK Ltd provided funding for the initiative.
Ash Healthcare is a PR/ marketing communications consultancy which develops and delivers effective, results-driven communications programmes, including patient, professional and media relations, PR, medical education and public affairs, for healthcare brands and organisations. Our clients and experience span ethical, consumer, charity and public sector