Brief

In recognition of Antimicrobial Awareness Week in November 2021, Fresenius Kabi wanted to undertake some research of European doctors to understand how high a concern AMR is to them as a medical risk, and benchmark this against other World Health Organisation recognised threats. The ambition was to produce both a report and social media content, alongside journalist briefings, to demonstrate Fresenius Kabi’s own efforts in this space.

Strategy & Execution

To complement existing industry research into AMR, H/Advisors Cicero designed an online survey of doctors from across key European markets to explore their understanding and attitudes towards AMR.

These research findings were then incorporated into a flagship White Paper for Fresenius Kabi, incorporated alongside complementary desk research. This concluded with a list of recommendations to both industry and policymakers on the steps required to raise awareness and drive actions on AMR amongst healthcare professionals, alongside the commitments needed from industry. These were drafted in collaboration with key stakeholders at Fresenius Kabi, based on their subject matter expertise.

H/Advisors Cicero undertook all drafting and copywriting of the report, including the design of the full report and infographics for social media.

Result

The White Paper was used through direct one-to-one policy engagement by the public affairs and government relations team within Fresenius Kabi, both during Antimicrobial Awareness Week and more generally when relevant topics relating to AMR have arisen over the last year. Internally at Fresenius Kabi, it has also helped to inform priority steps required for improving industry practice on AMR.