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Edwards Lifesciences

Implementing a multichannel strategy via a behaviour-led approach

The Challenge

Edwards Lifesciences pioneer technologies that help patients suffering with heart valve disease live longer, healthier lives.

Aortic stenosis, the most common type of heart valve disease in the elderly, has low diagnosis rates, and our challenge was to develop a multichannel strategy aimed at GPs and cardiologists that helped prevent these patients from dropping out of the treatment pathway.

“We highly appreciated Ashfield having the courage to challenge us through the process with good thinking and out-of-the-box proposals.

It is essential to find partners that help you to get to the next level without fear but rather with an ambition to be successful.”

Marketing Director

The Solution

Informed by behaviour change theory, we developed a multichannel strategy that identified key audience mindset changes that Edwards’ activities should focus on.

Aimed at increasing GP diagnosis rates and cardiologist referrals, the strategy resulted in the development of the award-winning European GP campaign ‘Listen to the heart’, with activities integrated across congress, print, MSLs and digital channels.

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