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Cooking up interest

'Cooking' up attention of secondary prevention for post-MI patients

There is a wealth of scientific evidence to demonstrate the importance of omega-3 and its protective effect on the heart. Government guidelines recommend that following a heart attack, patients should aim to consume 7g of omega-3 fatty acids per week, ideally from 2-4 portions of oily fish.

However a Pan-European study shows that just eight per cent of people with heart disease eat fish three times a week or more. Also, omega-3 levels in fish may vary by more than 300 per cent depending on the species, season, diet, packaging and, importantly, cooking methods.

Omacor, manufactured by Solvay Healthcare, is a medicine that contains omega-3 polyunsaturated fatty acids which at a dose of 1g per day (capsule) have been shown to reduce the relative risk of sudden death in patients who have had a heart attack by up to 45 per cent.

Objectives
In 2007, Solvay had been disappointed with the outcome of its activities at the British Cardiac Society (BCS) Annual Conference – securing only 40 call back opportunities for the field force.

As part of its wider programme for communicating the benefits of taking Omacor in 2008, RDC was briefed to produce an engaging on-stand activity.

Success was defined as an increase in the number of attendees to visit the Omacor stand and an increase in call-back opportunities for the field force.

The BCS has over 300 display stands, so the Solvay stand had to be interesting and innovative. It was acknowledged that omega-3 is not the most engaging subject for cardiologists so it needed to attract them. 

Chefs demonstrates how to cook fish to conference delegates
The demonstation attracted the attention of conference delegates 

Tactics
In answer to the brief, RDC created the 'Cooking up Secondary Prevention for Post-MI Patients' cookery demonstration event over two days at the conference in June 2008. RDC worked with popular TV chef Simon Rimmer to:

• Attract passing traffic to the stand
• Develop recipes to cook in demonstrations
• Use cooking techniques to demonstrate the difficulty in keeping the omega-3 content in fish when cooking
• Highlight the large quantities of fish required to meet the recommended omega-3 intake for post-MI patients

Dietitian Chris Slater provided commentary around the omega-3 content of each recipe throughout the display.

RDC worked alongside both Simon and Chris to ensure that the right messages were delivered.  At the end of each recipe demonstrated, Chris both asked questions and invited questions from the audience which encouraged participation and kept the demonstrations interactive.

RDC liaised with the BCS conference to ensure suitable equipment was available on each of the days, health and safety regulations were adhered to and all staff were qualified to man the stand.

The stand was illustrated with creative visuals and Omacor clinical data plus figures on how much omega-3 most people actually consume each day. 

The Pan-European data showing that only eight per cent of patients with heart disease eat fish three times a week or more was used to illustrate the point.

The demonstration was a unique and creative way to attract conference delegates (including cardiologists, general practitioners, physiologists, technicians and nurses) and to encourage them to enquire about Omacor.

Working alongside the branding agency, RDC produced an interesting and relevant invitation that was inserted into the delegate bag and distributed at the conference.

Three recipe cards were produced for distribution at the conference – driving more people to the stand to see Simon in action.

RDC recognised that the challenge was to ensure that delegates didn't miss the important message about Omacor. Omacor clinical data packs were inserted into attractive bags with the recipes printed on the side and distributed from the stand during demonstrations. This meant that messages around the importance of omega-3 for heart attack patients were linked to Omacor.

Results 
Target 1: To coordinate a cooking demonstration at BCS 2008 which generates an interest in the stand and increases call backs by 50 per cent upon the year before.
Actual: 240 delegates attended the cookery demonstrations, 150 call backs were generated versus only 40 the year before = 375 per cent increase.

Target 2: To distribute a minimum of 500 pieces of material  including recipe cards and Omacor data to delegates at BCS 2008.
Actual: 1,200 recipe cards distributed and 250 clinical data packs = 1,450 pieces of material distributed at BCS 2009.

Evaluation
Ian Davidson, cardiovascular product manager, Solvay Healthcare said: "Red Door Communications' creative execution really maximised the results of this campaign and not only delivered results in terms of call backs but also increased Solvay's reputation among our key target audience."

 

Case study details

Client: Solvay Healthcare
Agency: Red Door Communications
Campaign: Cooking up Secondary Prevention for Post-MI Patients
Timescale: June 2008

 

10th December 2009

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