Brand Promotion
With grateful thanks to our sponsor
Judge’s Comments
Judges considered this Theramex HRT Programme to be an excellent example of a multi-year campaign where careful consideration of new content creation, as well as reaction to analytical trends, resulted in continual, powerful and highly effective promotion of the brand.
Engagement figures were fantastic, affirming that the content developed for the campaign was not only truly interactive but also useful and engaging to its target audience. The judges concluded that, ultimately, this campaign demonstrated the clear ability to maintain and build HCP engagement, year on year.
Frankie Everson, Head of Strategy & Co-Founder, Atomic Matter
Refractory cytomegalovirus infection can be a significant complication post-transplantation. Takeda’s successful first-year product launch into this therapy area—a first significant innovation in this area in a decade—built on advisory board insights and consultations to educate and raise awareness of the medicine, with a core focus on specific needs of UK patients and the NHS.
Promotional materials—including an eDetail, leave-pieces, video assets, and an innovative and interactive digital discussion tool—supported conversations with HCPs. In-person and virtual meetings launched the brand and facilitated networking between physicians. Insights gained will inform the future evolution of the campaign.
This campaign demonstrates that greater impact can be achieved by mapping customer needs to business goals. BMS gained an in-depth understanding of customer needs to identify the perfect opportunities to engage from launch, supporting them on their journey from initial brand awareness to first prescription.
BMS leveraged insights from customer, market and channel research to identify the three, key phases customers go through with a new brand. This enabled us to optimise our channel and content mix to ensure brand messages were delivered in the right way and at the right time.
At the start of the partnership, the brand was only receiving 136 organic visits a month to its HCP branded website, despite 30,000 UK searches per month related to the brand and 1 million related to the TA.
After implementing performance.io’s strategy, HCP engagement significantly increased, with over 3,600 clicks (2,000% increase YoY) and over 137,000 impressions (887% increase YoY). Not only is there a greater number of HCPs engaging with brand information but its online visibility has significantly increased, with compliant promotion of the brand above thousands of search competitor websites to the top organic Google search results.
EndoPredict Breast Cancer Prognostic Test provides clarity on who will benefit from chemotherapy, helping to spare patients from over-treatment and prevent undertreatment. Yet only 30% of HCPs recognise this.
We shared real-life clinical case studies of breast cancer patients in a multi-channel campaign, aiming to elevate this stat to 50%, aligning Myriad Genetics with the market leader. We reached that milestone, proving that, even with limited resources, putting patients at the heart of the message can drive meaningful change.
