The main objective behind this project was to demonstrate Boehringer Ingelheim’s (BI) knowledge, understanding and investment in Idiopathic Pulmonary Fibrosis (IPF) — a rare chronic, progressive lung disease. Not only illustrating the company’s patient centric approach, but also directly profiling the patient as part of the narrative.
- Raise awareness of IPF to aid earlier diagnosis and treatment
- Highlight the need for more holistic thinking and approaches to earlier diagnosis and treatment of IPF and the need to work with healthcare policymakers and other key stakeholders to create a more accepting landscape for pharma and research
- Setting objectives for future improvements in the area of IPF, driving health policy change to ultimately improve patient care
- A range of perspectives including that of BI, patients and policy makers
- Partnering with BI, we identified the target audiences. These included UK media/journalists, healthcare policy makers and non-scientific audiences
- We also identified the key themes to cover, including the current patient experience/journey, underfunding of rare diseases and understanding the role that pharma plays in healthcare education and steps that can be taken to improve it
- Working within our extensive global network we identified experts and contributors to lend their voice to the project via interviews and opportunities to review and input on the draft throughout the creation process
The results of this project represent good news for IPF patients. The Inspiration report launched on Rare Disease Day 2016 and encouraged stakeholders that had been disparate in their approaches to focus around the same challenges and outcome. As well as securing media coverage for the report, and exposure from all contributors, Inspiration was sent to health policymakers and has gained support from various organisations, including the British Thoracic Society, Genetics Alliance and Cambridge Rare Disease Network, to distribute and promote the report.
"I am impressed by the efficacy and easy reading of the whole report. It really catches the attention on the important points and is something that so far has not been available to the community."
Prof Luca Richeldi, University of Southampton