This new Award recognises the advances made in marketing programmes delivered via a digital channel or channels, to specific stakeholder groups as part of an integrated overall marketing plan or alone. Entrants needed to describe the decision-making process that led them to the use of the chosen media. They also described how the impact of the programme was evaluated and demonstrated the impact of the digital marketing activity within the target audience.

Award sponsor

"The growth of digital in healthcare represents a transformative moment for providers and marketers of health-related products and services. It marks a return to putting people first, providing real value, relevance and meaning through innovation. It's about making medicine human again. This award goes to an iconic effort we recognise as embodying those values." Vineet Vijayraj Thapar, SVP, group creative director, DigitasHealth

Campaign overview This patient support programme for patients using the growth hormone Saizen, was developed to address the issue of adherence to therapy and the 'smart' drug delivery device they had developed earlier. Using health psychology methods to understand the issues, the programme (involving a new, interactive website) was designed to support both new and existing patients and delivered great results.