PM360 2021 Trailblazer Awards Gastrointestinal Brand Champion Noël Moossa

Noël Moossa, MS, MBA, Associate Director, OCE Paid Media, Takeda Pharmaceuticals

Paid social stories used by Instagram and Facebook present dynamic challenges for healthcare marketers. Regulatory and compliance needs don’t always mesh with consumers’ desire for personalized content. But when faced with marketing Motegrity, it’s easy to understand how patients with chronic idiopathic constipation needed real answers that moved them into the correct course of action.

Noël Moossa leads all paid media efforts across Takeda’s Neuro and GI Business Units. Within the GI unit, he delivered a company first in launching the Motegrity “Make Your Move” campaign across Facebook and Instagram Stories. Noël’s attention to detail, ability to direct a team, and his laser-focus on innovation allowed him to bring this campaign to a successful launch.

He championed the innovation via educational info sessions with Takeda Regulatory and Legal teams to address any concerns. He made sure that all parts of the campaign aligned with Takeda’s PTRB approach—Patient, Trust, Reputation, and Business.

The campaign focused on patients’ needs first. Because of that, Noël and his team successfully reached the core target audience with valuable condition and treatment information. This campaign managed to deliver this information in an innovative, compliant way that drove value for both patients and the business.

The success of the program was clear. Since the launch, the campaign has reached 405K unique, highly engaged individuals. A high clickthrough rate of 1.09% was 31% above industry benchmark. The campaign has driven 14K site visits at a 12%+ more efficient cost than other placements. Instagram Stories contributed to the impressive social ROI, which was the strongest of all media tactics.

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