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The Porter Novelli Award for Excellence in Digital Communications – Prescription Products/Patient Health

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Finalist

My statin status

by Edelman for AstraZeneca


Summary of work

AstraZeneca developed a strategy to drive patient and physician conversation about statin treatment so side effects could be identified and better managed, in some cases by a treatment change. We, in partnership with AstraZeneca and Heart UK, developed My Statin Status, an easy interactive online tool that helps patients assess the potential side effects of their statin treatment and support them in conversation with their physicians about these issues.

Guided through a simple questionnaire, patients answered questions relating to if and how their statin treatment affected their lives. Upon completion, a personalised infographic was created highlighting the answers they provided and allowed them to save and print it, to bring to their next physician appointment.

With this personalised infographic acting as an amalgamated description of their experience, it was hoped that the communication gap between patients and physicians would be narrowed and in turn patients would receive the best treatment for their needs.

Uptake of My Statin Status was met with great user participation, with over 63,000 page views to the My Statin Status website and over 12.1% of visitors producing an infographic with a view to aiding them in conversation during their physician visit.

Judges comments

We really liked the personalisation and empowerment of the individual – this was not a generic campaign! The company looked at the behaviour they wanted to create and had a clear call to action and output. We loved how the work positioned the side effects piece, it looked great and still has room to further improve.


Winner


Finalists

My statin status - by Edelman for AstraZeneca

Shire iAdopt – pre-call planning tool - by Makara Health Communications for Shire International GmbH

Metastatic colorectal cancer clinical data tool - by Real Science Communications for Merck Serono Oncology

Psoriatic arthritis online – part of the Outside In campaign for psoriatic arthritis - by Sciterion for AbbVie


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Behind the Judging: Communiqué Awards

Behind the Judging: Communiqué Awards
Find out what the chair of judges Anna Korving, senior judges Sarah Matthew and Annabelle Sandeman and previous award winners Paul Tanner, 90TEN and Emma Reynolds, Cohn & Wolfe; have to say on how the judging process works, what the judges focus on, tips on what helps and what distracts within an entry and get insights into how previous winners have created that stand out submission.