Finalist
The Astellas Innovation Debate
Summary of work
When you're a young pharmaceutical company, the challenge of building your profile and establishing relationships with the huge array of stakeholders that influence the industry is an enormous task. With such varied corporate audiences – healthcare professionals, policy makers, advocacy groups, journalists and many others – how can finite resources be deployed to achieve meaningful engagement with everyone?
Harnessing the power of multichannel communications including digital platforms was the answer. The Innovation Debate brought together top experts to discuss the topical issue of population ageing in front of a live audience of important stakeholders. Digital and media activity extended campaign reach, and with strategic placement of our company name across branding and digital platforms, our profile was maximised.
Each of the campaign channels accomplished outstanding results, collectively reaching across the full spectrum of our corporate stakeholders. The live event at The Royal Institution attracted an audience of more than 400 healthcare influencers. Digital activity resulted in over 22,000 views of the debate webcast and a further 87,000 views of supporting video collateral, as well as nearly 1.5 million Twitter impressions in the week of the debate. Media outreach saw more than 30 print, online and broadcast articles delivering 270 million opportunities to see.
Judges’ comments
Astellas clearly identified the need and understood the challenge ahead, making good use of audience insights in the choice of a title that would engage and stimulate. There was a nice use of digital channel integration to bring the programme together and very impressive engagement in terms of attendance at the event.
