Excellence in Communications via Meetings

Summary of work

Hepatitis C (HCV) management is being revolutionised with new all-oral Direct Acting Antiviral (DAA) regimens providing breakthrough cure rates. With several companies competing for attention in this space, the agency was given a brief to establish Abbvie as a leader in the field, even though its DAA treatment was yet to launch and opportunities to communicate were limited.

The agency met this challenge by developing a daring meeting series that ran across multiple professional congresses, shining a light on the client as a serious commentator in HCV. It involved moving out of the comfort zone of traditional one-way slide presentations and lectures, to using spontaneous unrehearsed discussion and debate. The meetings were hosted to full houses, with attendance targets smashed by 43%. Feedback from the faculty and delegates reinforced the success of the meetings, helping to carve out a leadership position for AbbVie in the HCV educational space.

Judges comments

This was a master class - we would have loved to have been at these meetings. This really showed just how you should deliver a meeting. It had a real emotional commitment and drew people through – everything knitted together well and the idea was genuinely innovative and refreshing in its creativity.