Finalist
ASCO and beyond: Impacting the future decisions of healthcare professionals
Summary of work
In 2013, the American Society of Clinical Oncology (ASCO) annual meeting brought together 26,400 professional attendees, of which 11,800 were healthcare professionals and 5,016 were medical oncologists. Boehringer Ingelheim attended this meeting to present important data on our pre-launch oncology compounds. Although there were a significant number of oncologists in attendance, there were many globally who could not attend. We wanted to ensure our data announcements and key messages about our compounds reached as widely as possible. To extend the reach and engagement of this information, we created an integrated digital initiative to promote key content to healthcare professionals interested in oncology globally to tie in with the ASCO meeting. The campaign ran from 15 May – 14 June, 2013.
Our activities included an ASCO event landing page on our NewsHome site, an ASCO playlist created on our Oncology YouTube channel, paid social media promotions, social listening and engagement, emails and banners through publisher networks, organic and paid search promotion of our oncology assets for media, healthcare professionals and patients.
We achieved our objectives to reach media and healthcare professionals in over 130 countries and to extend the reach and momentum of our key messages through a joined-up digital campaign.
Judges’ comments
The size of ASCO poses huge communications challenges for pharma in terms of audience attention and reach, but this campaign stood out on the ground by becoming a talking point at the event. It achived what it set out to do without being unnecessarily experimental.
