Roche Hong Kong Limited’s Cancer Navigation Program Receives Customer Experience of the Year Award

The pharmaceutical company successfully improves patient navigation and revolutionises cancer care in Hong Kong.

Roche Hong Kong Limited has been honoured with the prestigious Hong Kong Customer Experience of the Year - Pharmaceuticals accolade at the Asian Experience Awards 2023 for its groundbreaking initiative, Cancer 101 - The Cancer Navigation Program.

This prestigious awards programme aims to highlight the ingenious initiatives of creative companies delivering meaningful brand experiences to their stakeholders.

Cancer patients often face significant challenges when navigating the complex healthcare ecosystem, particularly in Hong Kong, where dedicated patient navigators are scarce. The consequences of poor patient navigation can lead to delayed diagnosis and treatment initiation, adversely affecting patient outcomes. Lung cancer, known for its high prevalence and mortality rate in Hong Kong, was chosen as the pilot disease area for this transformative project.

Cancer 101 - The Cancer Navigation Program is an initiative owned and managed by Roche, established in collaboration with various patient groups and non-profit organisations as programme partners. This programme helps patients and carers access the right information in a timely manner to empower them to make informed decisions so that they can get the right diagnosis earlier and initiate suitable treatment earlier.

One of the programme's key innovations is its ability to offer follow-up support, allowing patients to request further assistance if necessary. This approach significantly enhances patient navigation by connecting individuals to the right resources at the right time, aligning with their unique requirements. Furthermore, the programme will collect patient-reported outcomes and gather valuable feedback from programme partners to continually improve its services.

The programme commenced in November 2021 as a pilot hotline support service, and during Phase 1, it garnered positive feedback from patients, patient groups, and partners. 

Building on this success, Roche expanded the programme in early 2023 with the launch of Phase 2, introducing an online needs assessment feature. Patients and carers can now complete the self-assessment and receive personalised resource recommendations instantly, tailored to their specific needs.

The impact of this innovative programme extends beyond the pharmaceutical industry. It plays a pivotal role in improving the holistic patient experience for lung cancer patients, offering enhanced disease and side-effect management. By providing timely information and support, the programme contributes to improved diagnosis and management, treatment adherence, and ultimately lowers the overall cost of the healthcare system.

Roche Hong Kong Limited as an affiliate of Roche, is a global industry leader in pharmaceuticals and diagnostics. Founded in Switzerland in 1896, Roche is one of the first industrial manufacturers of branded medicines and has since grown to become the world’s largest biotechnology company and the global leader in in-vitro diagnostics.

The company continues its pursuit of scientific excellence through the continuous discovery and development in medicine and diagnostic. It is a pioneer in personalised healthcare that partners with many stakeholders to provide the best care and transform how healthcare is delivered.

Amidst Roche’s efforts for improvement in the long-term, it has received continuous recognition, having been named one of the most sustainable companies in the pharmaceutical industry by the Dow Jones Sustainability Indices for the 13th consecutive year.

By using data, analytics, and technology across research and development and the care continuum, Roche is drawing closer to its goal of improving lives and advancing better health at a lower cost to individuals and society.

The Asian Experience Awards is presented by Asian Business Review Magazine. To view the full list of winners, click here. If you want to join the 2024 awards programme and be acclaimed for providing meaningful brand experiences to stakeholders, please contact Jane Patiag at jane@charltonmediamail.com.