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Bayer picks up PMEA award for multi-channel engagement

Close-run category sees its iMCM Lighthouse Project triumph


Bayer’s iMCM Lighthouse Project was awarded the Excellence in Engagement through Multiple Channels at last week’s 2017 PMEA Awards in London.

The work, delivered with support from digital agency Oi, provided a novel approach to restoring growth to Bayer’s established testosterone market leader Nebido.

It did this by helping UK healthcare professionals identify and treat patients with hypogonadism, a condition that is under-diagnosed and under-treated by clinicians.

The campaign was built upon the core foundation of a traditional educational programme, in the form of ‘Restore the Man’ clinical seminars, with an integrated multichannel strategy wrapped around it.

An intelligent matrix of content that evolved customer conversations across channels was provided and Nebido returned to growth in 2016, with sales up by 9%.

The PMEA judges said: “Bayer’s project is an excellent demonstration of an omni-channel campaign. They had clear audience segmentation with a wide range of content and channels. It is a very worthwhile project, with a journey that works end-to-end.”

The Engagement through Multiple Channels also saw two high commendations: Skin-telligence by Cetraben with support from Pegasus and the Growth Hormone eHealth Programme by Merck KGaA with support from W2O Group.

Run by PMLiVE’s publisher the PMGroup, PMEA exists to reward responsible customer-centric business practices that ensure treatments and advice provide patients with meaningful outcomes.

The programme has been specifically designed to recognise and commend excellence, best practice and innovation in local, European and international markets.

* See all the results from PMEA 2017

* View the PMEA 2017 photo gallery

Article by
Dominic Tyer

21st November 2017

From: Marketing



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