Finalist
Are You Ramadan Aware?
Summary of work
Once upon a time some marketers received some feedback from their sales representatives… they fedback that their customers needed help managing people with type 2 diabetes (T2DM) above and beyond just the brand that we produce.
So the marketing team listened.
It was February 2018 and our customers were telling us that what they actually needed help with was Ramadan; specifically, managing their patients during Ramadan.
Whilst they wanted to appreciate the cultural significance of this period for many of their patients, they also wanted to get across the importance of continuing, stopping or changing medication during this time for those patients who choose to fast.
The marketing team felt that by listening to their customers instead of focusing on purely what they wanted to say, that by providing education above and beyond just the brand, that by driving a patient outcome of education and adherence, that our customers would trust us more, value our interactions more and potentially value the content so much, that they would sign up to our portal, MSD Connect, to view the content.
Were those assumptions correct and could MSD add value to their customers even after 11 years of being on the market?
Judges’ comments
Are you Ramadan Aware is a good multichannel programme with strong outcomes, outlining a clear customer journey. It has honest information with a stepwise journey.
