The PM360 Trailblazer Initiative Awards recognize outstanding healthcare marketing and public relations campaigns in 15 categories, including everything from direct mail to apps and social media. Each year, we assess the strategy, planning and execution of the programs and the challenges and budgetary constraints that the marketers behind the initiatives had to overcome.
This year’s winners demonstrated innovative and effective techniques for solving a host of challenges, including shifting the perception of a brand from a “medical” product to a daily-use product, convincing skeptical patient groups to give their brand a shot, using a shared love of music to let patients know that it is okay to be open about their disease, and usin g social media to connect with patients in a way that can be both engaging and compliant. All of our winners can boast similar success stories that were driven by groundbreaking ideas and a general passion for improving the lives of the people that their brand treats. In our minds, it is this passion—in addition to their success—that truly makes them winners.
Millennium Corporate Overview App
Millennium: The Takeda Oncology Company, Klick Health
Millennium understood that ﬁrst impressions always count, especially in sales. They needed a way for their sales reps, Medical Science Liaisons and Global Medical Affairs group to open up their meetings with a stellar ﬁrst impression. They wanted to be able to translate the innovative, forward-thinking and advanced core of the company into an exciting and clear message. So, what better way to make a good story an amazing one than to use the latest technology?
Knowing Millennium was introducing the iPad technology to their sales force, Klick Health, the digital marketing agency, proposed and built an iOS-based app that would bring the Millennium story to life. The concept behind creating the ﬁrst impression was to take the audience through an exciting journey of photos, text slides and other content using a ﬁnger swipe. Content is introduced with a smooth, parallax effect to give a dynamic presentation and users can intuitively move backwards and forwards through the content, which is revealed in a progressive manner. Klick’s Creative Design and Application Development Teams worked closely together to leverage native iOS controls and create an interaction. What came out of it was the transformation of a traditional corporate brochure into a dynamic, iPad experience.
The app is beautiful and surprising, but doesn’t overwhelm Millennium’s message. The reps love to show it off because it provokes interest and delight, which is a great way to start any relationship. Since its launch, the app has achieved consistent use among sales reps for one-on-one meetings and group presentations to physicians and other customers. As a ﬁrst impression, this is one experience that’s hard to beat. Our judges concurred that Millennium and Klick “raises the bar with this one.”
Consumer Website/Online Initiative
Cetaphil.com Rebranded Website
Galderma, Intouch Solutions
For 65 years, Cetaphil cleansers and moisturizers were predominantly promoted by word-of-mouth referrals from dermatologists. Galderma sales reps would promote to physicians who then recommend Cetaphil products to their patients. While this was effective, the physician-driven model reached only a small portion of potential skin care customers. Additionally, Cetaphil.com’s primary call-to-action continued to drive shoppers to consult with a dermatologist for a recommendation, which caused consumers to confuse these daily-use products with those only intended for a medical skin condition. In order to clarify its positioning and bring new shoppers into the line, Galderma realized the need to invest in the consumer side of communications.
The new campaign required shifting the perception of the Cetaphil brand from that of “medical” to one of a daily-use product. To achieve this, Galderma’s strategy focused on (1) distinguishing product attributes, (2) aligning products with shoppers’ needs, and (3) leading shoppers to purchase. The first phase of the redesign had to set the groundwork for a comprehensive and shopper-centric site. Intouch Solutions, working with the Cetaphil brand marketing team, created a product-sorting tool that allows consumers to easily find the right products for their skin-type. They also redesigned brand pages based on other retail sites to create an online shopping feel.
The website redesign launched in October 2011, and tracking metrics show that the new site provides a more engaging experience. Time spent interacting with content increased 43%. Almost 60% of visitors engaged with the product sorter. Almost half of the users headed directly to the Cetaphil Facebook page, and most of the remaining users went directly to a retailer’s shopping site to purchase the product. While Cetaphil.com’s launch is only the beginning of their plans to better meet customer needs, it certainly has provided a successful path forward for new and improved business.
MedTera Flat Cube Mailer
One of the more challenging issues for healthcare marketing agency MedTera was to show their clients that they could add value to their marketing campaigns. MedTera has continued to be the leader in dimensional and integrated marketing for almost 40 years. They wanted to communicate their brand message and their expertise in direct mail campaign solutions by sending out a unique piece of their own. They decided on a flat cube mailer brand awareness campaign that was simple, yet eye-catching with a touch of the “wow” factor that they consistently use. The mailer was sent to all of their pharmaceutical, medical device and healthcare agency clients.
The initiative was designed to first distinguish the MedTera brand with their data and analytics platform, a system that consists of over 550,000 healthcare providers. They made sure to emphasize that their recommended marketing campaigns are based on actual historical evidence of marketing effectiveness. Next, they highlighted their website’s product portfolio. This portfolio allows their clients to view all of MedTera’s solutions in one easy step. With links and QR codes, they made it easy for clients to access their site from any device. Additionally, MedTera showed how their solutions effectively increase client ROI and market share by devoting an entire section of their mailer to two case studies. Finally, they included their Twitter username to further establish the MedTera brand as a leader in pharmaceutical marketing solutions and to encourage constant client contact.
The mailer was a success, and they generated numerous qualified leads. They proved to their clients that dimensional mailers are more engaging and interactive—with response rates about twice as high as flat mail. By being innovative and presenting evidence, MedTera showed that their dimensional solutions are highly successful.
Stelara “Psoriasis Warrior”
Janssen Biotech, Draftfcb
Delivering a strong efﬁcacy message through a deep and emotional story was Stelara’s strategy for raising brand awareness among psoriasis sufferers. Additionally, it was important to educate and prompt them to ask their doctors for a treatment that would help them take control and ﬁnally be free from their psoriasis symptoms.
By leveraging the Stelara success story of CariDee English (2006 winner of America’s Next Top Model and long-time psoriasis sufferer), the “Psoriasis Warrior” campaign was born. The campaign aimed to build brand awareness and advocacy as well as motivate and empower sufferers to seek out information and talk to their doctor.
The fully integrated campaign appeared everywhere patients could be reached. It all started with a print ad that drove patients to request more information via text messaging or the website. It also aired as a DRTV campaign that directed people to learn about Stelara through free DVD kits that star CariDee. After registering for the kit, patients receive personalized email and direct mail. STELARAinfo.com features a “Stelara Stories” page that includes testimonials from CariDee and other Stelara patients. Meanwhile, magazine-style patient brochures with CariDee’s story and smartphone QR codes were placed in doctor’s ofﬁces to allow patient access to educational videos.
Since the launch of the campaign in December 2011, web trafﬁc and sales have increased signiﬁcantly. Stelara has also shown a strong inﬂuence in social media with CariDee’s Twitter followers doubling since the DRTV spot aired. Lastly, qualitative feedback from the sales force continues to be positive, reinforcing the strong inﬂuence that the campaign has on both doctors and patients.
Allergan LapBand Behavioral Call Campaign
Allergan, McKesson Patient Relationship Solutions (MPRS), and Ogilvy Healthworld
For most patients, getting a weight loss surgical procedure done is a deeply personal and sensitive decision. Ogilvy Healthworld and MPRS understood that guiding patients along the decision-making process required personal handholding and support. The challenge was to encourage over 50,000 patients who requested information about Allergan’s Lap-Band weight loss procedure to attend an informational weight-loss seminar.
MPRS and Ogilvy Healthworld launched a call campaign that involved one-to-one conversations with patients encouraging them to attend a seminar. Seminars discussed a number of surgery options, not just Lap-Band. Knowing how important personal connections and attention were in helping guide consumers, the team assigned a Patient Support Representative (PSR) to each patient. The assigned PSRs, who are trained in behavioral coaching, made two primary phone calls and sent several email communications to their patients. The goal of the ﬁrst call was to assess where the patient was in the decisionmaking process, schedule them for a seminar appointment and answer any questions or concerns they had. The goal of the second call was to uncover additional barriers to moving forward with the Lap-Band procedure, and overcome them by providing the necessary support. They then encouraged patients to make an appointment with their surgeon.
The results of the campaign far outpaced the expected results of the brand. A total of 5,136 incremental seminars were scheduled. 93% of patients who scheduled seminars through the program actually attended and moved forward with scheduling a procedure. Of the 93%, along with a number of patients who bypassed the seminar and went directly to their surgeon, approximately 2,700 patients scheduled a Lap-Band procedure. The brand received a 5:1 return on investment. Our judges concluded: “Tremendous results speak for themselves! Good for the patient, society and Allergan—the right combination.”
Interactive Marketing Program
Otsuka and Rosetta
“The 2012 Interactive class of submissions is the best work that I’ve had the chance to judge since the inception of the Trailblazers,” one of our judges exclaimed. “Smart, innovative work that was on strategy and well thought out.” And in this highly competitive category, it was the campaign for BreathTek UBT that emerged victorious. BreathTek UBT is a noninvasive test for the H. pylori bacteria, which is responsible for causing most ulcers if left untreated. However, despite being a noninvasive alterative to endoscopy, BreathTek UBT had a very low awareness level among its target audience even though it had been on the market for nine years.
The campaign included both online and ofﬂine materials, with a website (www.breathtek.com) that highlighted the reasons for testing as well as the ease of use and wide availability of the test. An engaging new iPad app also allowed sales reps to create personalized sales calls with bookmarked pages; dynamic, interactive content; and a tailored experience for their audience. And in truly integrated form, the campaign also added Catalina pharmacy pieces, a new core visual aid, patient prep materials and convention assets.
Since the launch of the campaign, the BreathTek brand has seen its best sales in nine years—an increase of more than 20% from 2010. Unaided brand awareness also tripled among GIs—the brand’s primary focus—and the brand recently had its highest monthly sales in its history.
Solaraze Gel: “AK Connect”
PharmaDerm and DKI
AK Connect is a branded patient Relationship Marketing (RM) program that goes beyond email to reach, support and encourage ongoing compliance for patients on Solaraze Gel, and educate and empower those who are seeking treatment for actinic keratosis (AK). AK is a chronic skin condition caused by too much sun exposure over many years, which can develop into skin cancer if left untreated.
AK Connect was integrated into the branded website, Solaraze.com, and offers an instant savings card for Solaraze Gel upon enrollment. Once enrolled, people can access their own Personal Page. Participants are alerted each time there is fresh content on their Personal Page— one article predetermined from the brand and another that enrollees choose based on a list of topics that includes prevention, support and about AK. There are also links to additional resources and an archive of all the articles served for future reference or sharing with others.
The communications are ongoing for six months and are tailored by audience segmentation. For example, Segment A (patients being treated with Solaraze Gel) is given relevant brand messaging to help patients comply with treatment. The other groups are Segment B (diagnosed with AK, not on Solaraze Gel) and Segment C (undiagnosed, looking for information about AK).
“What distinguishes the AK Connect program are the results of their persistence program—an element missing from the other submissions,” one judge explained. Since the program launched in August 2011, there are more than 23,000 enrollees, almost 95% from Segments A and B. Even better, people are actively engaged with the program, reading 2.8 pages of content and spending three minutes per visit.
“Tune In to Hep C / Hepatitis CToca el Tema”
Merck and Biosector 2
Many people infected with hepatitis C virus (HCV) don’t know that they have it—approximately 70% to 80% of newly infected people don’t have symptoms—and even the people who do know do not like to talk about it. Chronic HCV is a highly stigmatized disease because it is often associated with intravenous drug use even though any blood-to-blood transmission can be the culprit.
The “Tune In to Hep C” and “Hepatitis C-Toca el Tema” is a ﬁrst-of-its-kind multicultural unbranded public awareness campaign bringing together musically diverse celebrities, B2B partners and patient advocates to educate patients at risk for chronic hepatitis C, eliminate the stigma associated with the disease and elevate the importance of talking to a healthcare professional. Not only was there a beneﬁt concert—Tune In to Hep C Presents: The Allman Brothers Band—but the campaign also featured three celebrity ambassadors (Grammy Award– winners Gregg Allman, Natalie Cole and Jon Secada) who openly shared personal stories about their experience with HCV as patients or, in Secada’s case, as a caregiver. The concert raised more than $250,000 for patient advocacy groups with more than 3,000 attendees and another 21 million listeners on SIRIUS XM radio. The campaign also featured public service announcements, educational booths at six other Allman Brothers concerts, an original campaign song, “Tu Voz Te Dira/Your Voice Inside,” written by Jon Secada, an interactive website (with English and Spanish versions) and more.
“This was one of the best PR campaigns,” one judge said. “Using heart-warming stories from celebrities that you would never guess had Hepatitis C, it allowed the everyday person afﬂicted with this disease to better relate to the message.”
Latuda Fragments Campaign
Sunovion Pharmaceuticals and AbelsonTaylor
Schizophrenia is a severe and debilitating disease that can make patients feel like they are torn into pieces. Profound symptoms such as scrambled thoughts, severe paranoia and auditory and visual hallucinations leave patients frequently unable to lead independent lives. The Latuda Fragments Campaign was focused on visually representing the condition and how the treatment could help patients feel more together.
The cover of the sales aid presents an image of a patient who has been torn into fragments by his disorder. Inside, his image is still crackled and fragmented because there is no cure for schizophrenia. However, the cracks are not as prominent, which represents signs of symptom improvement. Since market research revealed that family members and caregivers play a crucial role in the treatment process, Sunovion Pharmaceuticals and AbelsonTaylor also included the “mom” ﬁgure as a part of the sales aid. On the inside image, the mom looks pleased with the improvement she sees in her son. Meanwhile, the other pages contain data (in clean, open spreads) from two clinical studies that demonstrate Latuda’s efﬁcacy in each dosage strength.
The image of the son and his mother has become highly recognizable among psychiatrists who have also commented on its ability to portray the devastating nature of the illness. The iconic and memorable image has helped differentiate Latuda from its competitors, and thanks to this powerful launch campaign the brand is on track to succeed in a very competitive category.
Ampyra: “Think MS. Think Walking”
Acorda Therapeutics and Flashpoint Medica
Most people with MS believe that walking difﬁculty is the most challenging symptom of their condition. However, neurologists treating MS are primarily concerned with stopping disease progression with disease-modifying therapies and are often less interested in therapies that relieve symptoms.
Flashpoint Medica and Acorda Therapeutics used an image very familiar to neurologists—with a twist—to get neurologists to remember the prevalence of walking difﬁculty in people with MS. The surreal, striking addition of a shoe in an MRI scan reminds physicians that when they review lesions in a brain scan, they should also consider the potential impact on mobility—hence, “Think MS. Think Walking.” With its high-impact visual and clear, concise copy, the campaign has a whole lot of stopping power, compelling doctors to consider walking difﬁculty in their patients with MS—and the use of Ampyra.
The campaign launched in April and is currently being rolled out in sales aids, direct mail, print and on the web. But our judges have no doubt that its combination of copy and visual is sure to make neurologists stop and think, and then the creative idea will become a reality: Neurologists really will have walking and MS stuck in their minds.
Professional Website/Online Initiative
Sanoﬁ Diabetes ISPP Website
Sanoﬁ Aventis, Klick Health
Is regulatory complexity getting you down? Thanks to Klick Health, there is now an app for that. As keyopinion leaders at Sanofi Aventis were only too aware,KOL presentations have a hidden layer of complexitythat medical expertise alone cannot overcome. ThePharmaceutical Industry Promotional Guidelines thatregulate these presentations are extraordinarily complex.
Only an expert on these rules can safely customize a slideshow for an audience, and even then considerable labor is required. This resulted in the physician and healthcareprofessionals who speak on behalf of Sanofi finding themselves in a straightjacket, unable to customize presentations in a flexible and audience-appropriate manner.
Sanofi endeavored to free them from the straightjacket. They asked Klick to design an online application that would restore the needed flexibility while maintaining regulatory integrity. The essence of the solution was to design a very simple, intuitive user interface that hides the complexity of the underlying rules set, enabling users to edit presentations without training on either the software or the underlying content requirements. The several hundred key opinion leaders at Sanofi Aventis Diabetes were the target audience for this site.
The result was the Presentation and Information Hub for Sanofi Speakers, a friendly and visually pleasing website that allows the user to view and modify template slide shows on a number of topics, deleting or rearranging slides at will and saving the result—as well as accessing videos, podcasts and other resources—all without having to worry about regulatory constraints. In demonstrations at a speaker academy in Dallas, no one had seen a tool quite like this before. Doctors indicated that this was “the best solution of the type they’ve seen—substantially better than any currently on the market.” It looks like there truly is an app for everything.
StoneArch 5Day Gain Campaign
StoneArch seems to have demonstrated that the most effective way to promote yourself is to help someone else. That’s the strategy behind the “5-Day Gain Campaign.” Their goals were: 1) to support a critically important cause over the holidays that aligned with StoneArch’s health-focused brand, 2) showcase a dramatically different creative style and user experience, and 3) create new opportunities to connect with clients. And do all of these things at the same time.
It wasn’t difﬁcult to ﬁnd a worthy cause: Local families in need of food. But the goal they set themselves was difﬁcult: Collecting as much non-perishable food in ﬁve days as humanly possible and giving it to the Twin Cities’ Emergency Foodshelf Network. As the campaign reminds us, there are 49 million Americans, including 16 million children, living in “food-insecure” households, the highest number ever recorded in the United States.
How exactly does a health communications agency go about feeding hungry families? They do what they do best, only in a big hurry. Besides posting daily updates on 5daygain.com, they started a YouTube channel to document the effort, blogged, emailed, tweeted continuously and promoted the campaign on several Facebook pages. They made a rather striking video of the food on a plate disappearing, bite by bite, to reveal the words “For 16 million kids, this is a fantasy,” and another video of themselves conducting the campaign. They partnered with restaurants and sent clients customized campaign tote bags. The results: Two-and-a-half tons of food, over a thousand YouTube channel views and website visits from around the world. All in ﬁve days.
To quote one of our judges: “Bravo! While there were entries in this category that were creative, and other entries that did ‘good,’ no other competitor hit the high note for both creativity and doing good like StoneArch.”
ParaGard IUC “Love Well, Live Well”
Teva Women’s Health, STRIKEFORCE Communications and Story WorldWide
STRIKEFORCE Communications collaborated with Story Worldwide, experts in mobilizing audiences through storytelling, to devise a campaign that went beyond traditional DTC advertising to promote ParaGard, a unique intrauterine contraceptive (IUC) that had received no marketing support for many years. Rather than simply adding its voice to the din of the crowded marketplace, the campaign sought to start a new conversation about birth control that would emerge from an active online community.
The target community was the growing number of health-conscious women actively seeking peer or professional opinion on birth control options. The objective of the unbranded “Love Well, Live Well” Facebook page was to reach out to the target audience through health-minded content speaking to relationships, sex and health-related concerns. Ultimately they wanted to connect to the audience by telling engaging, entertaining and relevant stories that ﬁt women’s lives naturally.
Through a partnership with a third party, the campaign was also able to solve the problem of responsibility by allowing visitors to leave comments, which are then moderated and addressed through a proprietary internal review process.
“Love Well, Live Well” has established a contextual platform that helps set up ParaGard’s unique value proposition. Since launch, there have been 78,000 “likes.”
“The Path in CML”
Novartis Oncology, Vogel Farina
CML (chronic myeloid leukemia) is a cancer of the bone marrow and blood that was a death sentence for almost everyone who had it until Novartis introduced Gleevec in 2001. Today, thanks to Gleevec and its successor Tasigna, most CML patients are able to live long, productive lives. But for Novartis this was not good enough. Although these drugs hold the disease at bay, they must be taken indeﬁnitely. Any suspension of treatment— due to side effects, for example—allows the disease to resume its deadly course. So Novartis has embarked on a longterm clinical research program—The Path in CML—with the goal of potentially allowing patients to live in treatment-free remission. This ambitious initiative seeks to improve understanding and monitoring of the disease and to optimize treatment strategies. Novartis asked Vogel Farina to publicize the initiative to medical and patient communities.
The campaign made its debut at the Novartis booth at the American Society of Hematology (ASH) meeting last December with an original and delightful display of state-of-the-art educational gaming. Physicians were invited to “Help Build the Path” by signing virtual bricks on iPads and then ﬂicking them onto a 103-inch plasma screen. The bricks created “The Path” in real time for all to see. For each brick, Novartis made a donation to ASH to support research. The booth also featured a super-sized version of the campaign’s “We’ll Stop at Nothing” launch ad, and physicians could sign out iPads that included Path Match (an edu-game), a demo of the campaign website and an opt-in to surveys on CML-related topics.
The ASH introduction was a virtuoso performance. It yielded tens of thousands of total impressions. An impressive 74% of its participants were hematologists or oncologists from more than 30 countries, and 86% played the edu-game to completion. But it was only the ﬁrst act of what promises to be an extraordinary campaign. We look forward to it.
“Moment of Truth”
Lilly Oncology, GSW Worldwide
There are many things the short ﬁlm “Moment of Truth” does not do. It does not promote any product or treatment. It does not provide information about any disease or any speciﬁc activity of the company—Lilly Oncology— for which it was made. It contains very few words. It concludes with the words “this is our mission,” but doesn’t describe any goals the company aims to achieve.
That’s why it’s so powerful. The ﬁlm lets the facts speak for themselves. And the facts are simple and harsh. The ﬁlm begins with an alarm clock going off and an elderly man rising, going through normal morning rituals, and getting ready to go somewhere. He has a doctor’s appointment. A smiling nurse leads him to an ofﬁce marked “Oncology.” We can hear his heart beating as he walks down the hall. He shakes hands with the doctor. He meets the eyes of the doctor with apprehension in his face. That’s all. And that’s enough.
GSW Worldwide created the ﬁlm to capture “that devastating moment when cancer patients receive their diagnosis. The moment where Lilly Oncology can take action.” It was ﬁrst shown to Lilly Oncology’s own sales force at the national meeting—its purpose to inspire, renew their commitment and remind them of their company’s mission. It was also shown to oncologists attending the American Society of Clinical Oncology and then to attendees at sales conferences, oncology trade shows and other events. The video deﬁnes Lilly Oncology’s “brand story.” It inspires all who work with cancer patients and focuses attention on the physician-patient experience. It has been so effective that six additional videos have been created for each phase of the cancer journey.
The ﬁlm’s concluding words are “Lilly Oncology. Making science personal.” Nothing makes science personal like “Moment of Truth.”
—Trailblazer winner proﬁles by Bruce Lacey, Andrew Matthius and Latesha Richards