Innovation – Best Use of Technology

PIRL™ by Page & Page is a pioneering AI-driven platform that redefines how healthcare professionals’ (HCP) behaviours are understood and influenced. By integrating over 27 billion data points, PIRL employs advanced web scraping, AI analytics, and propensity scoring to generate deep insights into HCP prescribing habits.

In collaboration with Pfizer, PIRL’s innovative approach allowed for the precise targeting of communications and real-time strategy adjustments, significantly boosting engagement and sales. The project’s novel use of technology and data-driven insights exemplifies how pharma communications must evolve beyond traditional methods, giving communicators a much more nuanced understanding of HCP behaviours for increased efficiency and effectiveness.

Judge’s Comments

Judges felt strongly that this campaign has done fantastic work in creating a product to enhance customer insights to better understand their behaviours, and therefore to better tailor communication strategies. In harnessing the huge power of data and AI, organisations are enabled to stay effective and relevant to their audience in an ever-evolving market.

A clear Gold winner, the judges were particularly excited about how the team had succeeded in drawing actionable insights from previously unused data making this a potential “game-changer”.

Simon Stebbing, Chief Growth & Innovation Officer, Ogilvy

AstraZeneca ensures online content is compliant when published but knowing that assets get repurposed, altered or become out-of-date, AZ audits its entire digital estate regularly to ensure continued compliance.

Doing so manually had become impossible so Digital Control Room designed an automated solution that examines every page, link, image and PDF worldwide, determining whether each element still meets AZ’s governance and compliance requirements. Dashboards give teams a deeper level of insight while content owners receive, review, and respond to real-time compliance alerts.

Timelines and costs have been slashed; productivity has been boosted; and digital marketing compliance has been significantly enhanced.

Systemic lupus erythematosus (SLE) disproportionately affects Black and Hispanic women, but this hard-to-reach demographic has historically been underrepresented in SLE clinical trials. To bridge this gap, we needed to connect with them where they were already online.

So, although there was no precedent for advertising on Snapchat for clinical trials using investigational drugs, we worked with Snapchat’s team for a number of months to launch on the platform with channel-appropriate, sensitively co-created and empathetic creative.

Medscape Extend utilises PulsePoint Technology enabling marketers to expand their reach beyond Medscape and other third-party platforms. This is especially beneficial as healthcare professionals frequently browse both specialised and general sites for personal and professional reasons. Medscape Extend ensures that marketers can maintain a connection with their HCP audience across the entire internet, providing comprehensive 360-degree coverage for the first time.

While we’ve always recognised the importance of reaching HCPs on endemic platforms, we’re now able to bridge the gap by engaging with HCPs on non-endemic sites—whether they’re reading about sports, financial news, global events, cooking, or more.

GSK wanted to inject new life into conversations around shingles while educating HCPs about the potential intense pain experienced by patients. A pain that can last for weeks, months, or even years.

Introducing Albert, the world’s first humanoid installed with the varicella-zoster virus. Using state-of-the-art technology, Albert provided an engaging way for HCPs to examine the virus up close. Adapting his language to local markets, Albert was the ideal global spokesperson, boosting disease awareness and emphasising the urgent need for prevention.

In addition to making a lasting impression on HCPs, Albert showcased GSK’s leadership in healthcare innovation.

In partnership with Sobi, we developed the Joint Health InSight tool to increase prioritisation of long-term joint health among haematologists.

Built using Unreal Engine, Joint Health InSight visualised the often-invisible process of joint damage through interactive 360-degree models, detailed animations, real medical scans, and expandable text hotspots. This unbranded, digital tool, directed at haematologists, was accessible on both desktop and tablet devices, enabling them to use it to support conversations with their patients.