The LionsDen Award for Writing Excellence - Healthcare Professionals

Summary of work

The 2013 International Diabetes Federation’s World Diabetes Congress (WDC) was a major communications opportunity for companies with diabetes-related portfolios to reach their customers. Accordingly, the WDC’s 140 page official programme contained more than 600 sessions, seminars and symposia, all vying for their share of delegates’ attention.

A global healthcare company with 90 years of innovation and leadership in diabetes care, it was essential that Novo Nordisk’s messages were heard among the volume of competing content. To overcome this challenge, Novo Nordisk turned to the dramatic arts to create an unbranded event that would set its sponsored symposium apart, attracting audiences with engaging content designed to enlighten and generate discussion on some of the complex issues relating to the management of type 2 diabetes (T2D).

By combining live drama with debate around the issues raised on stage, which were carefully aligned to its portfolio attributes, Novo Nordisk would retain its share of voice and preserve its reputation as the agenda-setter in diabetes management.

But for meaningful customer outcomes, the drama itself had to deliver on its promise.

Judges comments

This was an innovative entry with strong, useful content. We particularly liked the involvement of the in-house team, who between them produced a believable script that - boldly - made us laugh, while drawing out the team’s obvious expertise.