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.

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.

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.

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.

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.

Fortis Healthcare "More to Give" Campaign

Case Study • SABRE Awards, South Asia, Platinum Finalist, 2018

Fortis Healthcare, a chain of specialist hospitals, designed the #MoretoGive campaign to show Indians that they each have the power to give life to eight other people.

Medcare Women & Children Hospital: Footnote for the breast

Case Study • Leslie Paul, WARC Prize for MENA Strategy, Bronze, 2018

Medcare Women & Children Hospital, a leading healthcare provider in the UAE, used a hands-on creative campaign to raise awareness of the necessity for breast checks among local and Arab women.

Meet the AI doctors: the health industry explores a conversational future

Article • Sam Peña-Taylor, Event Reports, healthBOT 2018, May 2018

Chatbots constitute an unparalleled opportunity across the breadth of the health industry, and both for the benefit of consumers and for communications with professionals.

Aster DM Healthcare: The Nazar Initiative

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018

Aster DM Care, a healthcare provider, increased the number of eye check-up visitors in Dubai and India by launching an eyesight test that used visual cues rather than letters.

Cigna: TV Doctors of America

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018

Cigna, a health insurance brand, used famous TV series doctors to encourage US consumers to sign up for preventative care consultations.

Med-El: Cutting through the silence on World Hearing Day

Case Study • SABRE Awards, Gold Sabre Award For Medical Technology, EMEA, 2018

Med-El, a cochlear implant company, launched Cutting Through the Silence, a global campaign to raise awareness of the impact of hearing loss and the benefits of treatment on World Hearing Day 2017.

Roche: “J’ose contre la fibrose!” (I dare against fibrosis”)

Case Study • SABRE Awards, Gold Sabre Award For Pharmaceutical: RX, EMEA, 2018

Roche, a global pharmaceutical company, launched J'ose Contre la Fibrose in France to raise awareness of Idiopathic Pulmonary Fibrosis (IBF).

IPRAS WomenforWomen: The Truth Unveiled

Case Study • AME Awards, Gold, 2018

IPRAS WomenforWomen, an initiative that helps acid-attack victims with plastic surgery, increased awareness of domestic abuse in India by revealing the face of an acid attack victim for the first time ever on national TV.

Zeno Group and Merck: Aspiring toward a world free from HPV-related cancers and diseases

Case Study • SABRE Awards, North America, Branded Journalism, 2018

Merck, a pharmaceuticals company, partnered with CNN Courageous Studios, a television news channel, to encourage people to get the HPV vaccination to help limit the chance of getting HPV-related illnesses.

Heroes Among Us: Sutter Health emerges as a role model for natural disaster response in 2017

Case Study • SABRE Awards, North America, Crisis Management, 2018

Sutter Health, a not-for-profit health system in California, used PR to launch a campaign to highlight stories of heroism and manage public information following the wildfires in Northern California.

Omron Healthcare: Evolving a brand's heart health mission

Case Study • SABRE Awards, North America, Medical Technology, 2018

Omron Healthcare, a healthcare technology provider, created a communications program to launch its brand transformation in order to compete with brands such as FitBit.

Pfizer Canada: It's about mBC time

Case Study • SABRE Awards, North America, Canadian Campaign, 2018

Pfizer Canada Inc., a biopharmaceutical company, created public awareness for metastatic breast cancer by launching a multi-channel campaign in Canada.

Abbott: An all-time high for financial communications

Case Study • SABRE Awards, North America, Capital Markets Communications, 2018

Abbott, a global healthcare company, used a multi-channel financially-focused communications campaign in the US to shape its financial narrative and ensure its investor base valued the company.

hearLIFE Clinic: Lost Frequency

Case Study • Tahaab Rais, WARC Awards, Silver, Effective Innovation, 2018

HearLIFE, a hearing-loss clinic in the United Arab Emirates (UAE), used a radio ad to increase awareness and clinic visits.

UnitedHealthcare: Ways In

Case Study • ARF Ogilvy Awards, Silver, 2018

UnitedHealthcare, a for-profit health care company, showed Americans that they could trust the brand by creating a cross-platform campaign that highlighted the complications of the health care system through real medical codes.

Nudging our white coats: How BE is making simple changes but with radical impacts on patient care

Article • Crawford Hollingworth and Liz Barker, The Behavioural Architects, February 2018

Looks at how patients are getting better outcomes through the application of BE to guide and improve the decision-making of doctors and healthcare workers.

How UnitedHealth taps the power of NPS

News • 03 January 2018

ORLANDO, FL: UnitedHealth Group, the healthcare firm, has enjoyed significant benefits by extending the Net Promoter Score (NPS) beyond its traditional role as a marketing metric and using it to inform broader aspects of its business strategy.

How NPS and insights drive the entire UnitedHealth organization

Article • Geoffrey Precourt, Event Reports, TMRE, October 2017

UnitedHealth, the healthcare organization, has made the Net Promoter Score (NPS) a key metric not just for marketing, but for its entire business.

P&G: Content Darwinism

Case Study • Direct Marketing Association - UK, Silver, 2017

P&G, a multi-national consumer goods corporation, created a weighted algorithm that combined multiple metrics, to measure the impact of its digital content in the UK.

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.
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.
Legal Cannabis and the Tobacco Industry: Seeing the Buds for the Weeds

Article • Euromonitor Strategy Briefings, December 2017

Provides an overview of the legal cannabis and tobacco markets, including regulation and supply chain and tobacco implications.
Prospan: Don't ignore a cough

Case Study • Luke Brown, Angela Smith, WARC Media Awards, Grand Prix, Best Use of Data, and Data-Driven Insight Special Award, 2017

In a challenging environment with fierce competition, Australian cough remedy Prospan managed to grow sales and efficiently connect with its customers.
Launching Durex Jeans in India

Case Study • Anish Dasgupta, Sarthak Ranka, Shubhrojyoti Roy and Sourav Ray, The WARC Prize for Asian Strategy, Silver, 2017

Durex, the condom brand, increased usage among young people in India by launching a more discreet product.