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Excellence in Integrated Non-Promotional Communications - New for 2018

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Finalist

Respiratory_Care v2.0 Campaign

by Havas Lynx for Teva


Summary of work

If you could change the clinical decision of 57% of healthcare professionals to improve patient outcomes in a therapy are that has remained stagnant for over 60 years, would you?

We did.

With over half of asthma patients worldwide suffering from inadequate disease control, it was time for a change. In September 2017, we launched Respiratory_Care v2.0. A campaign to shape the market ready for a new digital era in respiratory care, designed to change long-held mindsets about the role of technology and data in healthcare.

We wanted to show healthcare professionals the future of respiratory care before it arrived, so that we could overcome sceptism and prepare our community to use tools and insights never seen before.

Through immersive congress experiences and an integrated digital campaign consisting of thought leadership, social communications, digital education and documentary-style patient experience films, we successfully reached over 300,000 healthcare professionals on social channels, and increased confidence in technology and data by 86% during one congress alone.

We broke out of traditional pharma marketing, collaborated with technologists, KOLs and patients, and together we created Respiratory_Care v2.0. Because after 60 years, it’s time for change.

Judges' comments

The judges thought that Havas Lynx and Teva’s entry was innovative, with a good range of formats used within the communications. This entry was truly about the patient and the activity was impactful.



Finalists

Respiratory_Care v2.0 Campaign - by Havas Lynx for Teva

Behind the Science - by Porter Novelli for GSK


Sponsors

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.