Customer Experience Excellence
With grateful thanks to our sponsor
Takeda’s launch of a medicine for treatment of refractory cytomegalovirus (CMV) infection post-transplantation needed to encompass education and patient identification; delivered via promotional materials and in-person and online meetings, where the product was introduced to a new clinical group, and HCPs had the opportunity to network with colleagues.
Event customer experience scores topped 95% and, vitally, attendees reported improved confidence in treating CMV infection. In a Best-in-Class customer survey, those customers ranked Takeda as “best in class” across all goals in the CMV post-transplant space, in only the first year operating in this therapy area with a brand new customer group.
Judges Comments
Bespoke, targeted, and creative—this was a great example of an omnichannel campaign that was well-executed and delivered on experience. Addressing the unmet need of refractory post-transplant CMV and taking in patient identification as well as education, the judges thought this campaign was truly rounded and that it included an impressive array of well-measured and detailed tactics.
The campaign ensured that every asset and touchpoint was personalised for each customer, and this was deemed to be gold-standard omnichannel delivery. Finally, a passionate and highly motivated team working together with a proud and excited client made this project truly outstanding.
James Turnbull, Founder, Camino Communications
BioZone is an educational initiative that uses third-party media and multimodal learning content to increase neurologists’ familiarity and confidence with biosimilar medicines.
To address the needs of the busy HCP community, the BioZone—hosted on the Wolters Kluwer “FocusOn Neurology” platform—caters for a variety of learning scenarios, including planned, promoted, and persistent learning via specific microjourneys that are designed to provide a mixture of live, virtual, on-demand and bitesize education.
Promoted through a comprehensive media campaign targeting the EU and the US, BioZone has engaged >9000 HCPs from 30+ countries and received praise for its user-friendliness and high-value content from HCPs.
This campaign delivers truly omnichannel reach to pan-European MS HCPs, combining SEM, YouTube, LinkedIn, G-Med, Medscape, MS/neurology journals, programmatic, emails, native-ads and DOOH to drive audiences to an online educational website.
The campaign has greatly increased the number of HCPs with greater awareness and understanding of smouldering neuroinflammation, with 39,000+ site visits and ~2mins average dwell time for <$46 per engaged visit.
HCPs have reported verbal recognition and appreciation of the distinctive campaign and LinkedIn has described it as having “some of the most impactful and successful creatives of any healthcare industry campaign” they have seen.
Abbott wanted to revolutionise their digital offering by developing a platform to build brand value, drive referrals and optimise patient care for cardiovascular communities. Looking beyond the realms of healthcare, Precision AQ developed an innovative one-stop shop for HCPs: CONNEXT.
With three channels for videos, education resources and live events, CONNEXT helps provide personalised, relevant and prioritised content for time-poor HCPs. These include stand-out training, case studies which put theory into practice and the latest medical device advances—all in one place with the least possible amount of clicks, ensuring HCPs can truly benefit by consuming personalised content for them.
