Finalist
Changing perceptions of GORD treatment: turning high science into a compelling story
Summary of work
The global prevalence of Gastro Oesophageal Reflux Disease (GORD) is increasing, bringing this disease into renewed focus for gastroenterologists and primary care physicians alike. Despite this renewed focus, the limitations of acid suppressive treatment, which is by far the most commonly used treatment, are becoming increasingly apparent: a considerable proportion of patients continue to suffer symptoms. Landmark findings allowed physicians to piece together a more complete understanding of the multi-factorial, and largely mechanical, pathophysiology of GORD. With this came the need to review GORD treatment, to ensure that treatment strategies adequately address the mechanisms underlying GORD.
Gaviscon is a long-established household brand. Our challenge was to work with renowned experts in the field to build a sound scientific evidence base on the pathophysiology of GORD, and in particular the discovery of the acid pocket. This would then be used to communicate ‘new news’ about Gaviscon, emphasising its unique mode of action and telling a compelling story to encourage doctors to reassess their approach to treating GORD. Over three years, messaging was developed and activities implemented to ensure that the story resonated with target audiences from top-tier physicians to grassroots healthcare professionals, revitalising their approach to GORD treatment.
Judges’ comments
This campaign worked its story hard. It is remarkable that the team managed to get specialists to recognise the ‘acid gap’. Making Gaviscon attractive to GI specialists is no mean feat. After years on the market they used real science to broaden appeal and effectively renew the brand.
