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Winner 2010 - Digital Innovation Award

Winner

Company: Merck Serono in association with Atlantis Healthcare UK

Campaign: 'This way up' patient support programme

 

PMEA Winner - Digital Innovation Award


Criteria

This new Award recognises the advances made in marketing programmes delivered via a digital channel or channels, to specific stakeholder groups as part of an integrated overall marketing plan or alone. Entrants needed to describe the decision-making process that led them to the use of the chosen media. They also described how the impact of the programme was evaluated and demonstrated the impact of the digital marketing activity within the target audience.


Award sponsor

 

Digitas Health "The growth of digital in healthcare represents a transformative moment for providers and marketers of health-related products and services. It marks a return to putting people first, providing real value, relevance and meaning through innovation. It's about making medicine human again. This award goes to an iconic effort we recognise as embodying those values."
Vineet Vijayraj Thapar, SVP, group creative director, DigitasHealth 

Campaign overview

This patient support programme for patients using the growth hormone Saizen, was developed to address the issue of adherence to therapy and the 'smart' drug delivery device they had developed earlier. Using health psychology methods to understand the issues, the programme (involving a new, interactive website) was designed to support both new and existing patients and delivered great results.

Digital innovation award

Judges' comments

"An outstanding, customer-centric proposal that defined the needs of three patient age-groups and provided engaging website content for support and information."

"This was the best example of using a multi-channel approach in a hotly contested category – the link to the CRM system and ongoing interaction with patients through SMS and email is particularly interesting and clearly effective."


 

Other entries


Sponsors