by OgilvyHealthPR & OgilvyDigitalHealth for Boehringer Ingelheim
by Brandcast Media for The Portland Hospital
by Euro RSCG Life Medicom for European Alliance for Access to Safe Medicine (EAASM)
by Spink for Leo Laboratories
by eBee for GlaxoSmithKline
2010 was a big year for respiratory care in the UK. Major changes to policy appeared in two new sets of guidance – the National Strategy for COPD and new NICE Guidance. HCPs, who manage COPD patients, were faced with decoding weighty documentation into meaningful action.
A collaboration between GSK and the Primary Care Respiratory Society produced Paper to Patient – an outcomes-based training programme.
The digital programme, centred around a Tamagotchi-style game, went live in September 2010 and has seen extraordinary and ground-breaking levels of engagement by HCPs – exceeding targets by 80 per cent to reach over 18,000 HCPs with clear adoption of the new guidance in practice.
A very thought through integrated campaign that delivered results. It had impressive pull-through to meetings and other outputs and was an innovative display of a dry subject.