Young Achiever in Healthcare Communications

Summary of work

In 2017 James Addicott developed the advanced multichannel communications ‘Ask For Clear’ campaign which pioneered novel approaches for Novartis to maximise messaging reach and impact to psoriasis patients. The delivery of the campaign is regarded as ‘Gold Standard’ by Novartis both locally and globally with the social media elements used by the ABPI for a case study as to how pharmaceutical companies can and should engage with the public.

Using insights gained from market research, patients and social media listening, a variety of emotive advert executions with clear, impactful messaging were developed with the British Skin Foundation. James’ strategic knowledge of advertising methods proved pivotal in development of a sophisticated campaign which pushed his company to explore new ways of communicating with a target audience.

He aligned creative design and messaging across adverts on 20+ channels to direct patients to a campaign website. Here users found clear communication on the next steps, empowering stories and novel training tools to develop their communications skills to have a better quality conversation with their healthcare professional.

The results of the campaign were outstanding, exceeding the primary KPI by 259% with over 500k sessions, 21,253 DLQIs completed and 2500+ app downloads in 2017.

Judges' comments

James delivered an emotive yet clear anecdotal presentation while still focusing on metrics. His integrated campaign was impressive and the use of case studies was fantastic. What he did to succeed and drive real change at his company cannot be underestimated and his achievements were nothing less than phenomenal.