Pharma & healthcare

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.

Prince Of Wales Hospital: Lucy

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

The Prince of Wales Hospital, a hospital in Australia, created a hospital bedside assistant, Lucy, which used machine learning to prioritise patient's requests for nurses in Australia to improve response times.

Paxman Scalp Cooling System

Case Study • Design Business Association, Silver, 2019

Paxman Coolers, a scalp cooling technology brand, changed its approach to promote the brand across the US by redesigning its website and communications.

Actiegroep Fysiotherapie: Healing the Industry for Physical Therapists

Case Study • SABRE Awards, EMEA, Benelux, Gold, 2019

Dutch physical therapist group, Actiegroep Fysiotherapie, used social media and on-ground activities to protest against health insurers cutting patients' treatments in the Netherlands.

MSD Romania: Protect her wings!

Case Study • SABRE Awards, EMEA, Best in Show, Platinum, 2019

Pharmaceutical brand MSD Romania created a multi-platform educational campaign to raise awareness of cervical cancer and boost HPV vaccination rates in the country.

Great Ormond Street Hospital: Superhope

Case Study • SABRE Awards, EMEA, Healthcare Providers, Gold, 2019

Great Ormond Street Hospital (GOSH), the UK children’s hospital, launched an integrated campaign, based on patients as superheroes, to raise awareness of its work and drive patient referrals from Gulf Co-operation Council (GCC) states.

CMR Surgical: Revolutionising Surgery for Good

Case Study • SABRE Awards, EMEA, Medical Technology , Gold, 2019

CMR Surgical (CMRS), a British start-up building the next-generation surgical robot, employed a two-pronged media relations programme to raise brand awareness among surgeons and the medical devices industry in the UK.

iCAD Inc: Nothing Artificial About It – A PR Launch for an AI Mammography Solution

Case Study • SABRE Awards, North America, Medical Technology, Gold, 2019

iCAD, a medical device manufacturer, developed a creative, multi-pronged campaign to promote its AI-powered solutions among healthcare and consumer-facing audiences in the US.

BioMarin Pharmaceuticals: Hemophilia – The Musical

Case Study • SABRE Awards, North America, Special Event, Gold, 2019

BioMarin, a biotechnology company, increased awareness of theatre as therapy for people dealing with a bleeding disorder in the US by producing Hemophilia: The Musical.

Cigna Combines with Express Scripts, Establishing a Blueprint to Transform the Health Care System

Case Study • SABRE Awards, North America, Healthcare Providers , Gold, 2019

Cigna, a health services organisation, created a multi-disciplined communications campaign to show US stakeholders its plan to transform the healthcare system.

Pacira Pharmaceuticals: Choices Matter – An In-Depth Analysis of the Opioid Epidemic and Overprescribing in America

Case Study • SABRE Awards, North America, Pharmaceutical: Rx, Gold, 2019

Pacira Pharmaceuticals, a pharmaceutical company, showed US women the dangers of opioids after surgery by launching national research and revealing the data findings via an advocacy event and microsite.

HealthyWomen: The HealthiHer Movement

Case Study • SABRE Awards, North America, PR Agency Marketing, Silver, 2019

HealthyWomen, a non-profit women’s health organisation, encouraged American women to look after their health by conducting a nationwide health survey and promoting the results through social and its website.

Dubai Health Authority: RX Prescription Stickers

Case Study • AME Awards, AME Awards, Bronze, 2019

The Dubai Health Authority reduced the risk of accidental medication overdose in the UAE by developing a pictorial prescription.

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.

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.

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 • Data and Marketing Association, 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.