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The Havas Health Award for Excellence via Digital/Social Media

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Xeplion promotion campaign and patient support in schizophrenia

by Janssen with support from Havas Lynx

Summary of work

Schizophrenia affects one person in every hundred. The condition can be frightening and debilitating with symptoms preventing the patient from acknowledging or understanding their condition. Our challenge was two-fold. Firstly, to educate, inform and empower patients across the world to enable them to understand the benefits of continuous medication and communicate their needs to their healthcare team, ultimately resulting in better outcomes for everyone. Secondly, to promote the new Long Acting Injection (LAI), Xeplion, to HCPs in order to ensure that patients have the best chance of remaining on continuous medication and avoiding relapse.

The challenge in reaching and influencing healthcare professionals working in the therapy area of schizophrenia is that the perception of LAIs is of a last resort to be utilised when other oral, daily treatments have failed. This perception is born of the historical assumption that patients prefer to take an oral tablet each day than receive an injection from a healthcare professional. Changing perceptions and subsequent behaviours required a campaign that empowered patients to articulate their preferences as well as directly informing HCPs of the real-life benefit to them, their patients and to society of LAIs.

Through a combination of digital innovation and social media, the HCP campaign has resulted in sales targets consistently being exceeded across EMEA key accounts. The patient campaign has reached almost half a million patients worldwide in 23 languages, with 20 per cent of them meeting a tangible campaign objective.

Judges comments

This was a beautiful and connected campaign that had a clear impact on sales. It had a clear focus on results and outcomes from the start, which had a meaningful business impact. The strong use of digital media changed perceptions and helped to address adherence challenges stemming from core customer beliefs. Detailed assessment confirmed the suitability of chosen media and the integration of off- and online channels in the delivery of the programme.


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

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Key dates

Entry deadline 26 August 2021
Extended entry deadline 2 September 2021*
*additional fee applies
Judging Day 1 October 2021
Company of the Year Interviews 22 October 2021
PMEA Event 24 November 2021