External Communications: Pharma or Agency
With grateful thanks to our sponsor
‘Tell me a joke, don’t say you’re funny.’
This was the approach we took with this campaign: we wanted to walk the walk and showcase our thought leadership and creativity in our communications. This was about style backed up with substance – a professionally shot film featuring opinion leaders from within OPEN Health followed up by a short but beautiful brand film on a newly branded website.
Metrics (May to Oct 2022):
CBS and TBD media website: 4.5 million video views
Campaign total reach: 4.7 million audience online
Judges Comments
Well-considered campaign showing impact through a wide range of metrics. Creatively executed and clever use of CBS news visibility to unlock opportunities from the US perspective, accelerating new business and demonstrating return on investment.
Great showcase video of the full campaign – nicely done!
Anna Bayley, Commercial Director, 3 Stories High
We created an AR demo web app to show how AR can be effectively used by pharma, and a focused content marketing campaign to reassure around compliance and overcome barriers to use. Using tailored emails, blogs, and social media campaigns (using relevant #tags) we shared stats around AR and its ROI, external articles and industry examples to build a compelling evidence base for our audience.
As a result, we helped raise understanding of how AR can provide more engaging educational experiences and drove an uplift in enquiries about AR through our website, ultimately resulting in new AR projects.
GSK invests in high-quality HCP-focused web content that, in the majority, cannot be seen by a search engine. Data shows 70% of HCPs use a search engine at least once a day for professional purposes.
PIO was engaged to support a pilot developing a technical solution to optimise the login for a brand website, to enable content behind the login to compliantly appear in organic search results. The solution has worked as planned and the optimised pages rank on page 1 of search results for 7 of 9 available keywords, driving >3,600 engagements.
This represented an organisational first for GSK, driving deeper engagement with HCPs.
The ESHO X Ecademy film is, by traditional pharma approaches, unforgettable. It breaks aways away from the typical B2B concepts used by pharmaceutical companies.
Thinking social-first (aesthetics businesses are small, individualised, and non-corporate), our objective was to create a memorable consumer-style campaign. We used cutting-edge transitions, camera angles and drones to create a TikTok-grade film with modern, contemporary impact.
