Finalist
'One stop shop' for diabetic oedema
Summary of work
ILUVIEN® (fluocinolone acetonide) is a small, steroid-containing implant effective for treating diabetic macular oedema (DMO), a leading cause of blindness, even in patients who are insufficiently responsive to other available therapies. ILUVIEN is manufactured by Alimera Sciences Ltd (Alimera), who over a two-year period wanted to capitalise on the peri-launch phase by developing unique, evidence-based content to raise awareness of DMO and Alimera, and to educate physicians about ILUVIEN. Hayward Medical Communications develops disease- and ILUVIEN-focused articles for publication online in The Ophthalmologist, published by Texere, as Alimera ‘contributed content.’ The Ophthalmologist is a multichannel communication vehicle that distributes content in both electronic and printed forms to over 28,000 European ophthalmologists. Since April 2015, 32 content pieces, of which 21 are ILUVIEN-focused and 11 are educational, have been published online, including case studies, congress teasers and reports, and training pieces. Content is centralised online in a ‘one-stop-shop’ repository for physicians and designed with visually identifiable branded banners to clearly define different content types. This project is the backbone of Alimera’s digital marketing campaign; as a new enterprise with short European heritage in ophthalmology and a small sales force, Alimera relies on digital channels to raise awareness of both product and company.
Judges’ comments
This was a very thoughtful entry, with its focus on the evolution of the content curation a strong point. It showed a clear process in the creation of content, and had good engagement with insights from the editorial board and clients.
