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The Havas Health Award for Excellence via Digital/Social Media

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Finalist

MyAsthma

by GSK with support from emotive


Summary of work

Asthma is a highly prevalent condition affecting over 5.4 million people in the UK alone. However, it is estimated that over half of patients do not have their condition under control.

MyAsthma is an unbranded, digital patient support programme created for GSK. Spanning desktop, tablet and mobile devices, MyAsthma provides poorly controlled asthma patients with electronic tools to help them better manage their condition.

Developed in collaboration with leading KOLs such as asthma expert Professor Mike Thomas and behavioural psychologist Professor Rob Horne, MyAsthma targets the user through their preferred digital channel with personalised support messages alongside valuable information on their disease.

Within one year of launch, 4,486 target users registered on the MyAsthma programme in the UK, nearly 30 per cent above target. MyAsthma has achieved anecdotal acclaim from patients, healthcare professionals and industry experts and is currently in the process of rolling out to a further 13 markets worldwide.

Judges comments

This comprehensive initiative used multiple channels and integrated third-party content to address a specific unmet need. The choice of media for the demographic was ideal. The use of app technology to engage young asthmatics resulted in increased ACT scores. The simple, well-targeted solution produced great results.


Winner

Dean Street at Home - by 56 Dean Street with support from 90TEN Healthcare


Finalists

Utilising social media to reach new overactive bladder patients - by Astellas Pharma Ltd with support from Big Pink

MyAsthma - by GSK with support from emotive

Innovative digital solutions address unmet needs for people living with ADHD - by Janssen with support from Aurora

Xeplion promotion campaign and patient support in schizophrenia - by Janssen with support from Havas Lynx

Meningitis: Keep Watching - by Novartis Vaccines and Diagnostics Limited with support from Ruder Finn