Manjira Sharma on how Roche Diagnostics empowers women to #BeYourOwnShero

Manjira Sharma, Communications & CSR Leader at Roche Diagnostics - India & Neighboring Markets, in this interview with Adgully, talks about the #BeYourOwnShero campaign, launched by Roche Diagnostics India. This campaign aims to bridge the gaps in awareness about women’s health, particularly cervical cancer, and empower women to take charge of their well-being. With a commitment to equitable healthcare for women, Roche Diagnostics India seeks to inspire women to be proactive in their healthcare journey and become heroes in safeguarding their own health. By leveraging various strategies such as social and digital advocacy, institutional partnerships, and on-ground activities, the campaign aims to drive systemic and behavioral change.

Manjira Sharma shares insights into the tactics employed, the success metrics being tracked, and the future plans and initiatives Roche Diagnostics India has in store to support women’s health in India. Excerpts:

What inspired Roche Diagnostics India to launch the #BeYourOwnShero campaign and how does it align with its long-term goals?

A recent study commissioned by Roche Diagnostics APAC across 8 nations – South Korea, Indonesia, Australia, India, Pakistan, Japan, Thailand, and Vietnam – found that 1 in 5 women surveyed felt that they’ve delayed or avoided medical treatment due to a family obligation; 1 in 3 women mentioned that expectations from family and friends influenced their decision to give up their career and take up caregiving responsibilities. Unfortunately, women also experience a gap in healthcare access. In India, more than 1.23 lakh women each year are diagnosed with cervical cancer. Despite being the most preventable and treatable cancer, around 77,000 Indian women die of the disease each year. Women today are steadily being educated on the benefits of vaccination that can help young girls to prevent HPV infection that causes cervical cancer. However, a large number of women in India (30- 50 years), still remain vulnerable to infection. In fact, HPV screening forms an integral part of the WHO’s goal to eliminate cervical cancer by 2020 (Source: https://gco.iarc.fr/today/data/factsheets/populations/356-india-fact-sheets.pdf). All these facts compelled us to launch a concerted women’s campaign.

One of our global commitments is the Transformation of Healthcare, which entails expanding access to diagnostics for marginalized and vulnerable populations. The #BeYourOwnShero campaign was launched with a vision to bridge the gaps in awareness about women’s health, particularly cervical cancer, and empower women to take charge of their health. It aligns with our mission of equitable healthcare for women at every stage of their lives. This campaign aims to inspire women to be proactive in their healthcare journey and become heroes in safeguarding their well-being. By educating women, debunking myths, and expanding access to screening, we hope #BeYourOwnShero will drive systemic and behavioral change.

How does Roche Diagnostics India plan to measure the success of the #BeYourOwnShero campaign, and what specific metrics will be tracked?

Well, success for us is a long road and will be achieved when women take ownership of their well-being and do not delay attending to it due to familial or societal circumstances.

We are measuring the campaign reach and engagement; website traffic on our dedicated content hub; the number of women screened; and KOLs who have joined the campaign. So far, we have launched three digital films out of a set of four which have garnered over 2 million views; we regularly receive website sign-ups from those interested to know more about the disease; we have joined hands with non-profits such as the Cancer Awareness, Prevention, and Early Detection Trust (CAPED) to host on-ground workshops and screening camps; we are using media and KOL collaborations to address myths and issues about women’s health.

We have hosted webinars with women’s associations such as WICCI and are in talks with local Rotary Clubs. Our internal campaign has screened 82% of the organization’s eligible workforce and the global #MyStoryForChange campaign has received over 500 messages from women on how they have experienced healthcare gaps.

Furthermore, in partnership with CAPED, we will be conducting a survey at the end of the year to understand the uptake of HPV screening among women whom we have reached out to through our campaign. We hope to share the key insights gathered with important stakeholders to influence policy decisions.

Could you provide the tactics and strategy adopted for the campaign so far, such as the number of women who have participated in HPV screening through the resource hub, etc.?

We developed an integrated campaign that included elements of social and digital advocacy, and influencer activation, as well as institutional partnerships and on-ground activities.

Free HPV Screening: The campaign kick-started with free HPV screening for Roche Diagnostics India’s eligible women employees and women family members of male employees in the age group of 35-65 years. An impressive 82% of the eligible employees opted for screening, and those who participated became ambassadors for the campaign.

Engaged Vidya Balan to be the face of this campaign: We chose Vidya Balan as the ambassador of the campaign. hero Hero films were launched on Facebook, YouTube, and LinkedIn, along with a dedicated resource hub at cervicalcancer-prevention.com. The three films we have released so far have reached over 10 million people and trended on social media. We witnessed a 15% growth in the audience on our LinkedIn and Facebook channels and over 80% growth on YouTube during the campaign launch in March.

A dedicated Microsite for women: The platform offers comprehensive, evidence-based knowledge on cervical cancer, fostering awareness through informative statistics, an extensive FAQ section, and expert opinions. Women are encouraged to learn more about cervical cancer and sign up for information on the disease. So far, around 76 women have registered on the site to learn more about HPV screening and cervical cancer prevention.

Collaboration with CAPED: Roche Diagnostics India has partnered with the Cancer Awareness, Prevention, and Early Detection Trust (CAPED) to drive awareness and screening about HPV among working women. CAPED, with its wide network, will conduct 100 workshops and screen approximately 3000 women across major cities like Mumbai, Delhi, Chennai, Hyderabad, and Bangalore.

KOL collaboration: Stalwarts of women’s health, including Dr Hrishikesh Pai, Dr Rishma Pai, Dr Nandita Palshetkar, and Dr Priya Ganesh, have become important voices in the campaign to encourage women to take the HPV test and have provided information on cervical cancer vaccination and prevention.

MyStoryForChange series: Roche’s #MyStoryForChange initiative is an effort to help drive change and build a more equitable healthcare system for women. It encourages women around the world to share their stories and health-related experiences that can spark critical conversations for women’s health. The global story hub has received over 500 stories since its launch in March.

How does Roche Diagnostics India engage women in cervical cancer prevention through social and digital initiatives? Are there collaborations planned with healthcare providers or government agencies to expand the campaign’s reach?

Our use of digital and social platforms as central avenues for outreach has been pivotal in expanding our reach to countless women nationwide. We plan to host regional roundtables with KOLs, clinicians, ob/gyn associations, and policymakers to demonstrate effectiveness of HPV screening in minimizing advanced cervical cancer and how different stakeholders can come together on a consensus to include it as a part of population screening programmes.

Apart from this, we are actively exploring collaborations with healthcare providers and government agencies to expand the reach of our campaign even more. Through our partnership with the Cancer Awareness, Prevention, and Early Detection Trust (CAPED), we have already made significant strides in increasing the on-ground impact of our efforts.

We are committed to continuously seeking opportunities to collaborate and make cervical cancer screening more accessible to all. Roche Diagnostics India is present in 465 cities providing the industry’s largest test menu. Our commitment to pioneering personalized healthcare and shaping the future of healthcare in India remains unwavering. By empowering women to take control of their health, we are laying a strong foundation for a healthier future for everyone.

We have provided detailed information on how Roche Diagnostics has ensured the campaign reaches women from diverse socio-economic backgrounds and geographical regions in India through various partnerships and collaborations. Please refer to the preceding sections for a comprehensive understanding of our efforts in this regard.

In the long term, what role do you envision Roche Diagnostics India playing in reducing the burden of cervical cancer in India, and how do you plan to achieve this?

At Roche Diagnostics India, we envision ourselves as instrumental in the ongoing fight against cervical cancer. Our ultimate goal aligns with the World Health Organization's (WHO) global strategy, which aims to eliminate cervical cancer through a multi-pronged approach comprising 90% HPV vaccination coverage, 70% screening coverage, and 90% access to treatment for cervical pre-cancer and cancer, including access to palliative care by 2030. We understand the need for a comprehensive approach that involves prevention, early detection, and access to appropriate healthcare services. To achieve this, we have outlined a strategic roadmap:

Spreading Awareness: By launching the #BeYourOwnShero movement, we are empowering women nationwide with crucial knowledge about the significance of regular HPV testing and early prevention of cervical cancer. We are not undertaking this mission alone, as we have garnered the support of influential figures from diverse backgrounds. These valuable partnerships enable us to extend our reach and magnify our message to a wider audience.

Increasing Accessibility: We are dedicated to improving HPV test availability in India by partnering with both public and private providers and government agencies. Our goal is to ensure equal access for all women, regardless of their socio-economic background.

Advocating for Policy Change: We continuously engage with government stakeholders and policymakers to expand access to HPV screening via population screening programmes and pilot schemes; we firmly believe that changes at this level can significantly boost the rate of HPV testing and, in turn, prevention of cervical cancer.

Building Collaborations: We are dedicated to nurturing alliances with organizations like CAPED, WICCI, etc that share our values. By working together, we can enhance our efforts to make a difference in local communities, effectively organizing educational workshops and raising awareness across the entire country.

Could you share any future plans or initiatives that Roche Diagnostics India has in the pipeline to support women's health in India?

We are continuously working on several future plans and initiatives to further advance our commitment. Here are some key areas we are actively exploring:

Access: We are working on expanding our outreach to reach more women across India via tie-ups with non-profits like JHIPIEGO to offer expanded access to HPV screening. Our CSR program titled Project Roshni has been attending to tribal women of Palghar district since 2015 to screen for anemia, thyroid, vitamin levels, and guidance on menstrual and sexual health. Through these collaborations, we aim to empower women with the knowledge and resources they need for better health outcomes.

Consensus shaping: We work with women’s health stalwarts from fertility sciences, laboratory medicine, sexual health, and ob/gyn community and associations like FOGSI (Federation of Obstetric and Gynecological Societies of India) to drive the adoption of diagnostics protocol in the management of common conditions such as PCOS, bone health, fertility, pregnancy screening that weigh heavily on women.

Empowering Healthcare Professionals: We understand that healthcare professionals play a critical role in delivering quality care. We are committed to providing training programs, educational resources, and tools that empower healthcare professionals to effectively address women's health challenges. By equipping them with the necessary skills and knowledge, we aim to enhance the overall quality of care and improve health outcomes for women across the country.

Through these ongoing and future initiatives, we strive to make a significant and sustainable difference in women’s health in India.