Customer Engagement Excellence
As public attention moved on from COVID-19, many vulnerable people no longer perceived the virus as a personal risk. This campaign used health and population data to identify where high-risk audiences were concentrated and delivered a joined up engagement journey across digital and offline channels, connecting people with relevant information, testing pathways and next steps.
By combining targeted reach, channel responsive content and ongoing optimisation, the campaign delivered meaningful engagement, increased intent to seek testing and prompted consideration of appropriate care seeking behaviours. The result is a strong example of data-driven omnichannel engagement moving audiences from awareness to action.
Judges’ comments
This COVID-19 disease awareness campaign was a highly relevant and innovative example of using population health data and precision targeting to address a public health challenge, with outcome measures that extended beyond traditional media campaign metrics. With clear SMART objectives at the outset, this campaign stands out for its application of the insights and data to deliver a targeted, personalised campaign with the potential to deliver real-world healthcare impact.
Judges appreciated the use of programmatic to boost the highest-performing assets and thought it was great to see the analysis looking at hospitalisations in target and non-target areas. They were further impressed by the insights and data analysis using existing NHS data to inform the social and media plan. The data-driven, locally targeted strategy felt like a smart approach to address post-COVID risk gaps in specific regions where the potential impact was greatest. Strong reach and engagement and a plausible signal of public health value was demonstrated with reduced hospital admissions in the target areas. It was great to see impact measurement and adaptation throughout the campaign and it’s encouraging that the team has multiple ideas on how to evolve and replicate the approach for COVID-19 and other conditions. Ultimately, this was a disciplined, insight-led, public health campaign that used data intelligently with demonstrable results, earning it a solid Gold award!
The Accord Engage HCP Hub and omnichannel campaign redefined how healthcare professionals engage in the prostate cancer space. Powered by 11 Minds, 11 London’s AI-enabled HCP intelligence platform, it combined qual & quant research with real-world behavioural insights to target the needs, motivations and preferences of diverse clinical audiences.
These insights shaped tailored customer journeys and streamlined content aligned to each HCP’s clinical role, interests and preferred channels. Since launching in March 2026, the campaign has exceeded performance benchmarks across every channel, driving exceptional engagement while strengthening awareness, advocacy and treatment consideration.
argenx’s VYVGART Hytrulo Prefilled Syringe campaign showcases omnichannel excellence in HCP engagement, targeting a precise universe of ~23,200 physicians across gMG and CIDP. Using NPI-level audience architecture and a persona-driven, three-phase journey (Cultivate, Accelerate, Access), the campaign delivered personalised content through EHR prompts, point-of-care screens, search, and channel-specific tactics for NPs/PAs via YouTube and Doximity.
Its Sequential Messaging Journey used real-time engagement signals – like clinical downloads – to advance content by adoption stage, feeding a closed-loop system that routed high-intent HCPs to sales within 30 days. Results exceeded KPIs, proving data-led, cross-functional collaboration converts awareness into measurable clinical action.
The “Go Beyond” campaign transformed how healthcare professionals approached lipid-lowering treatment escalation, shifting the conversation from treatment inertia and product promotion to establishing triple oral therapy as the preferred oral escalation strategy before injectables.
Behavioural insights informed audience-specific narratives that were validated across specialties and delivered through a scalable modular omnichannel ecosystem.
The campaign exceeded behavioural objectives, achieving 53% definite willingness to escalate in a priority audience and increasing intention to use oral combination therapy by 8%. Adopted across seven European markets, it translated into measurable commercial impact, contributing to 58% growth in treated patients, 62% revenue growth and more than 609,000 patients lowering cardiovascular risk.
What if digital did not replace the human touch, but made every conversation more relevant? Takeda and Fusion created an always-on customer engagement ecosystem for Elvanse® (lisdexamfetamine dimesylate) to improve ADHD transition support. HCPs entered through multiple touchpoints, receiving personalised education informed by behavioural data and next-best-action recommendations, enabling KAMs to focus where human intervention mattered most.
The campaign exceeded KPIs, achieving 85% engagement, 79% email open rates and 43% click-through rates, contributing to +1.02% market share growth in 17- to 24-year-olds and +3% overall annual market share growth.
