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Writing Excellence - Patients/Consumers

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Finalist

A fresh start for freshstart

by Aurora for Novo Nordisk


Summary of work

Against a backdrop of falling registrations and traffic to its freshstart patient support site for people using Victoza® (liraglutide) to manage their type 2 diabetes, Novo Nordisk updated the site in late 2014, adding new content and functionality to meet the needs of diabetes patients and healthcare professionals (HCPs). The campaign to launch the updated support site focused on a patient pack, including a newsletter to showcase the new site content and provide motivational stories to encourage patients to take a more proactive approach to their treatment. The pack was designed to perform two key functions: (i) inform and gain endorsement for freshstart from diabetes HCPs and (ii) provide HCPs with a pack giving their patients a glimpse of the information and support available on freshstart. The patient pack campaign was highly successful, gaining positive feedback from the field force and from HCPs. In the four months following launch (Sept-Dec 2014), the average monthly sign ups to the site more than doubled and the proportion of sales calls where freshstart was mentioned increased by more than 600 per cent.

Judges comments

This programme really made an effort to connect with the target audience, employing a lovely personal approach and some well-designed case studies. They also provided some very useful product information. Good design, readable - we liked it.


Winner

CARE AF - by Tonic Life Communications for Bayer HealthCare


Highly commended

Pulmonary arterial hypertension with congenital heart disease/Eisenmenger’s syndrome – What it means for you - by inVentiv Medical Communications for Actelion Pharmaceuticals UK Ltd


Finalists

A fresh start for freshstart - by Aurora for Novo Nordisk

What every parent needs to know about flu - by Red Door Unlimited for AstraZeneca


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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.