BOBI Awards 2023

Celebrating the BHBIA’s Best of Business Intelligence (BOBI) Award winners

Official photographs sponsored by Research Partnership

The BHBIA’s Best of Business Intelligence (BOBI) Award ceremony has unfolded at the Hilton London Wembley, compered by BOBI Chair, Wilf Iliffe, 14 Four Analytics and Boehringer Ingelheim’s Kelly West.

The BOBI Awards recognise excellence in market research, analytics and fieldwork in the UK that help to make a difference to patients’ and healthcare professionals’ lives.

These five categories allow entrants to showcase work based on projects that have achieved excellent outcomes and demonstrate excellence.

Best Customer Insight was sponsored by Survey Healthcare Global. Strategic North and Bristol Myers Squibb won this award for ‘Rebooting a brand campaign in Oncology through the nuanced understanding of a target customer persona’.

The insights should help those managing oncology patients to feel empowered to prescribe treatments best suited to their patients’ needs.

Best Use of Innovation, sponsored by boxee group, went to Biogen and CorEvitas for ‘Rethinking pathways: A simulation-based approach to evidence-driven NHS planning’. Their user-friendly, real-world data-driven and localisable communication tool transformed the approach to service redesign, enabling confident and quick decision-making in partnership.

The 2023 theme for the BHBIA’s ‘Chair’s Award’ was Best Approach to Rare Diseases.  This was won by Rare Disease Research Partners, whose entry ‘Patient evidence collection to support access to treatment’ described their work to support children with metachromatic leukodystrophy, a severe, ultra-rare disease. Their contribution to a positive NICE recommendation is helping patients to access a treatment that brings hope to them and their families.

Best Patient-Centric Approach, sponsored by Janssen, was won by Strategic North, Bristol Myers Squibb, Aurora Healthcare Communications and Shine Cancer Support for ‘Shining a light on the inequality of cancer outcomes across the UK’.

By gathering insights from underrepresented, hard-to-reach groups, the team shone a light on the lived experiences of cancer patients, which fed directly into a nationwide campaign seeking to address the inequalities highlighted.

The award for Best Business Impact, sponsored by CREATION.co, went to Bryter for ‘From PoM to P: The insight-driven development of Britain’s first over-the-counter local vaginal hormone replacement therapy’. Its research programme steered decision-making for a successful launch, making easier access to local vaginal HRT a reality for millions of women going through menopause.

For these awards, a challenge is set by the organisers, with teams competing to see who can submit the best response to the brief.

Creative Fieldwork Team of the Year, sponsored by Sermo, was based on a hypothetical brief for a market research project in asthma. Entrants showcased their approach to meeting the project goals and optimising the data collection in a creative way.

The winning team, from Research Partnership, submitted a compelling and well-structured proposal that demonstrated their substantial knowledge and confidence in putting forward credible arguments to challenge the brief.

Analyst Team of the Year, sponsored by GPrX Data, challenged teams to look beyond the headlines claiming that the NHS is understaffed and that there is a ‘crisis’ in healthcare and to test the validity of these claims by looking at the NHS workforce statistics and other data.

The winning entry from CREATION.co convincingly laid out the key insights and recommendations supported by additional data, including social media analysis.

Best Newcomer is for the rising star who best demonstrates core abilities and skills in a one-day competition event, which this year took place at sponsor MSD’s offices in Moorgate. The award went to Georgia Culley, Basis Health, who impressed the judges with the breadth of her capabilities across a series of six tasks.

For a complete roll call of winners go to bhbia.org.uk/bobi-awards