The Challenge

Amgen, a global bio-pharmaceutical company, operates to promote healthy ageing and improve the lives of those who suffer from serious diseases. The world’s population of people over 60 is growing; already nearing 1bn. United Nations predicts that by 2050 this figure will reach 2.1bn, with around half of these living in Asia. In such an environment, one of the biggest challenges for Amgen is to create awareness of some of the leading diseases in Asia. There are two focus areas: Cardiovascular disease (CVD) and Osteoporosis (OP). CVD is the leading cause of death in the world, and one of the biggest barriers to ageing well. The risk factors that lead to CVD – such as smoking, high blood pressure and high cholesterol – continue to escalate in the Asia region despite a great deal of knowledge and number of lifestyle and medical preventions available. In addition, OP which causes bones to become less dense and more fragile, is the most common reason for a broken bone amongst the elderly, affecting around one in three women over the age of 50 worldwide and one in five men. The awareness of these diseases, along with any improvements across healthcare systems starts with one key target audience: the policy makers. 

The Strategy