MSD: The facts about fasting during Ramadan

Merck Sharp & Dohme (MSD), a pharmaceutical company, successfully increased the number of pre-Ramadan consultations for fasting diabetics, by launching a campaign that sought to provide information and help these patients during Ramadan globally.

Campaign details

Advertiser: MSDAgency: GCI Health

Overview

50 million Muslims worldwide with diabetes choose to fast during Ramadan despite contrary medical and religious guidelines. Merck Sharp & Dohme (MSD)'s 'The Facts About Fasting During Ramadan'was the first ever global campaign by a pharmaceutical company to help this huge patient population. The patient education initiative was developed to address a critical unmet need after it was recognised that three quarters of Muslims with diabetes worldwide continue to fast every year during Ramadan, despite contrary advice from physicians and religious authorities. The 2015 campaign, which has evolved...

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