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The Havas Health Award for Excellence via Digital/Social Media

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Finalist

Utilising social media to reach new overactive bladder patients

by Astellas Pharma Ltd with support from Big Pink


Summary of work

Since 2009, Astellas have been running a disease awareness programme in the area of Overactive Bladder (OAB) to raise awareness and to educate and empower patients to take control over their symptoms. The programme is multi-channelled covering TV, press, bus and tube and toilet door advertising. Underpinning all activities is the website www.bladderproblem.co.uk, which acts as a central point for directing patients for further information and advice.

Astellas, working with Big Pink, wanted to maximise the output of interactions with the website to ensure that patients felt empowered to seek treatment from their GP (the overall objective of the campaign) instead of just using the website for further information. The project was to evolve the website, based on research and patient understanding, to increase patients’ confidence to ask their GP for treatment and to demonstrate that self-management steps had already been undertaken.

This was an exciting project using innovative research to understand how the website was currently used and to direct improvements and drawing on FMCG techniques in a new way.

Judges comments

This was a really nice market development campaign. The application of FMCG techniques focused on ‘conversion’ went beyond traditional disease awareness efforts to direct potential patients to GPs. This was a beautifully executed and effective website that produced great results backed up by a follow-up survey.


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