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Tabatha: The Think.Act.Breathe Asthma Chatbot

by Cohn & Wolfe for Boehringer Ingelheim

Summary of work

The rise of dark social mediums such as Facebook Messenger offers the opportunity to engage with online users in a trusted environment. With the right engagement strategy in place, could education provided through ‘private’ networks motivate people to act for the benefit of their health? Finding the answer was instrumental in the success of Boehringer Ingelheim’s 2017 Think.Act.Breathe (TAB) campaign, which aims to encourage people with asthma to: re-THINK their expectations, ACT to reduce the risk of asthma attacks and BREATHE better by speaking with a doctor. Previous TAB campaigns successfully engaged people with asthma but how well this motivated them to act to seek professional help couldn’t be measured. The 2017 campaign addressed this by fusing Facebook Messenger with innovative Artificial Intelligence to create ‘Tabatha’, the first chatbot for global patient education ever developed by a pharmaceutical company. Through clear strategic focus from the initial research on dark social to the development of the chatbot and its launch via video-led social content and paid channels, Tabatha surpassed every success metric set.

Judges' comments

The Tabitha project is a strong campaign, with a good strategy and a well written case. Its results were rooted in strong metrics, and the use of the Chatbot was innovative.


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Category Sponsors

Dr Richard White, MP PhD, Oxford PharmaGenesis - Communiqué Judge

Key dates

Entry deadline 11 March 2022
Extended entry deadline 18 March 2022
(additional fee applies)
Judging days May 2022
Awards Ceremony 7th July 2022

Contact information:

For sponsorship opportunities:
Sales Team
Tel: +44 (0)1372 414200

General event enquiries:
Debbie Tuesley
Tel: +44 (0)1372 414243

Entry and dinner booking enquiries:
Saoirse Meenaghan
Tel: 01372 414253