Pharma & healthcare

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Using technology to drive behavioural change in healthcare

Article • D'Arcy King, WARC Best Practice, February 2018

Looks at how new technologies are affecting the healthcare profession and suggests ways that health data can be used to change consumer behaviour.

hearLIFE Clinic: Lost Frequency

Rankings • WARC Effective 100, 2019

HearLIFE, a hearing-loss clinic in the United Arab Emirates (UAE), increased awareness of hearing loss by using high-frequency sounds in a radio ad.

Narayana Health: The Door Blouse

Rankings • WARC Effective 100, 2019

Narayana Health, a chain of hospitals, faced the conservative reality of rural India, where delicate matters such as breasts were faced with blind eyes and deaf ears, and social taboos were obstructing necessary, life-saving education.

Hermes Pardini: VR Vaccine

Rankings • WARC Creative 100, 2019

Hermes Pardini, a medical research company, increased vaccine applications in Brazil with help from a VR entertainment tool that children could experience in the doctor’s surgery.

Cincinnati Children’s: CincyHearts.org – A lifelong condition needs a lifetime of care

Case Study • Kristen Wachter, WARC Media Awards, Entrant, Effective Channel Integration, 2018

Cincinnati Children's Hospital used radio, DOOH and online ads to increase awareness of the effectiveness of its adult heart surgery services in Ohio, US.

How gaming tools helped Boehringer Ingelheim increase pharma performance

Article • Marylyn Donahue, Event Reports, Digital Pharma East, October 2018

Boehringer Ingelheim, the pharma company, has increased adherence levels and built brand engagement through a digital program that rewards loyalty and certain behaviours.

International market-orientated strategies for medical tourism destinations

Research Paper • Erik A. Borg and Kjell Ljungbo, International Journal of Market Research, Vol. 60, No. 6, 2018, pp. 621-634

Patients seeking medical care are traveling greater distances for treatment. The globalization of health care has given rise to a thriving global medical services industry.

NHS: Giving a voice to the life stories, experiences and emotions of Londoners

Case Study • Direct Marketing Association - UK, Silver, 2018

The NHS, a UK government department, used data to reach users with the right support, enabling it to make savings of over £17m in the next 12 months.

Cigna shifts focus from 'sick care' to 'well care'

News • 07 November 2018

Cigna, the health insurance service company, has generated strong brand benefits and driven positive behaviour change among consumers through focusing on well care rather than sick care.

Cigna: Superheroes

Case Study • Varidda Voraakom, Pattarawong Wongmek, WARC Prize for Asian Strategy, Entrant, 2018

Health insurance provider Cigna used Facebook and the LINE messaging app to build brand awareness among high achievers in Thailand.

Cigna Hong Kong: Health insurance as it should be

Case Study • Jaslin Goh, WARC Prize for Asian Strategy, Entrant, 2018

Health insurance provider Cigna used an integrated channel strategy to shake up the market and relaunch itself as the insurer with a difference in Hong Kong.

Cigna flips brand message from “sick care” to “well care”

Article • Geoffrey Precourt, Event Reports, Advertising Week, October 2018

Cigna, the health insurance service company, successfully built deeper engagement with consumers through shifting its marketing focus.

Roche Latin America: Empowering health journalists in Latin America

Case Study • SABRE Awards, Gold, LATAM, Multi-Market, 2018

Roche, a healthcare company, ran a series of immersive educational workshops to deepen Latin American journalists' knowledge on various health matters, including the barriers of access to healthcare in the region.

Narayana Health : The Door Blouse

Case Study • Jay Chiat Strategic Excellence Awards, Gold, Regional Strategy, 2018

Narayana Health, a chain of hospitals, helped teach women in India about breast self-examination via bathroom stickers that have led to a 15.6% increase in the rate of breast cancer detection.

Asha Ek Hope Foundation: Blink To Speak

Case Study • Direct Marketing Association - US, Gold, 2018

Asha Ek Hope Foundation, a non-profit organization supporting people with motor neurone disease, partnered with NeuroGen hospital in Mumbai to create a new eye language for patients suffering from incurable brain and spine diseases in India.

Food Allergy Research & Education (FARE): Even a Trace Can Be Deadly

Case Study • Direct Marketing Association - US, Runner Up, 2018

Food Allergy Research & Education (FARE), a non-profit dedicated to food allergy awareness, successfully spread its message of the dangers of allergies in its Deadly Food Allergies campaign in the US.

CLINICA UC CHRISTUS: BARIçTRICA UC

Case Study • Direct Marketing Association - US, Runner Up, 2018

Red de Salud UC Christus, a network of clinics and hospitals in Chile, launched a 360 campaign to increase weight loss surgery in a competitive market, giving them a 279% increase in leads.

Memorial Hermann Health System: Hurricane Harvey Urgent Care digital marketing campaign

Case Study • MMA Smarties, Finalist, North America, 2018

Memorial Hermann Health System, a healthcare facilities operator, increased the number of online check-ins from its digital campaign to make residents aware that they could receive urgent medical care following Hurricane Harvey.

VHI - Restoring Balance in the Healthcare Market

Case Study • Institute of Advertising Practitioners in Ireland, Silver, ADFX Awards, 2018

Vhi Healthcare (VHI), an Irish health insurance company, invested in long-term brand building rather than lowering prices to achieve a better blend of younger and older customers.

VHI - Let's Talk Fertility

Case Study • Institute of Advertising Practitioners in Ireland, Bronze, ADFX Awards, 2018

Vhi Healthcare (Vhi), an Irish health insurance company, addressed the taboo subject of fertility issues in its campaign to drive long-term growth where it also achieved an ROMI of €1.58.

Nova IVI Fertility: Better Half's Bitter Truth

Case Study • SABRE Awards, Gold, APAC, Healthcare Providers, 2018

Nova IVI Fertility, an IVF fertility clinic, increased patient enquiries and revenue in India by launching press events with its doctors to highlight the rising male infertility rate in the country and its treatment options.

Hong Kong Association of Psychosocial Rehabilitation: Facing up to schizophrenia - the fight for better support, treatment and acceptance

Case Study • SABRE Awards, Gold, APAC, Not-For-Profit Organizations, 2018

The Hong Kong Association of Psychosocial Rehabilitation (HKAPR), a psychiatric rehabilitation company, increased awareness and enhanced governmental changes by creating a flashmob and video series with a famous influencer.

Locomo Challenge Council: Locomo Challenge

Case Study • SABRE Awards, Gold, APAC, Institutional Image, 2018

The NPO LOCOMO Challenge Council, a healthcare-promoting council, raised awareness for orthopaedic pain and illnesses in elderly people in Japan by launching a risk test alongside press releases and events.

Sanofi Genzyme: Every Life is Precious

Case Study • SABRE Awards, Gold, APAC, Pharmaceutical: RX, 2018

Sanofi Genzyme, a biotechnology company, created awareness of the challenges Indian patients with rare diseases face by telling their stories to show that every life is precious.

Narayana Health: Opening the door for self breast examination in rural India

Case Study • Kush Anand, Jitender Dabas, WARC Prize for Asian Strategy, Shortlisted, 2018

Narayana Health, a chain of hospitals in India, used a stealth campaign to increase breast self-exam rates in the country.

Savlon: Healthy Hands Chalk Sticks

Case Study • Cannes Creative Lions, Grand Prix, Creative Effectiveness Lions, 2018

Savlon, a hygiene brand, affected change in the behaviour of Indian primary school children by introducing and promoting an innovative product in a fun and memorable way.
GSK’s formula for digital transformation

Article • Stephen Whiteside, Event Reports, Cannes Lions, June 2018

GSK Consumer Healthcare, the pharmaceutical company, has been undergoing a profound digital transformation as it adapts to new consumer and marketplace demands.
Durex Jeans: Condom or denim?

Case Study • Shubhrojyoti Roy, Anish Dasgupta, Sourav Ray, Sarthak Ranka, WARC Awards, Silver, Effective Social Strategy, 2018

Condom brand Durex launched a celebrity-driven campaign to challenge cultural taboos in India.
Fisherman's Friend: Suck It Up

Case Study • Institute of Communication Agencies, Bronze, CASSIES, 2018

Telling consumers to ‘Suck it up’ helped Fisherman’s Friend, the lozenge brand, to increase sales in the Canadian market.
Consumer health global industry overview

Article • Euromonitor Strategy Briefings, January 2018

Provides a top-line industry overview of the consumer health marketplace by examining the performance of consumer health categories comparatively against other consumer industries and across regions and markets.
Using technology to drive behavioural change in healthcare

Article • D'Arcy King, WARC Best Practice, February 2018

Looks at how new technologies are affecting the healthcare profession and suggests ways that health data can be used to change consumer behaviour.