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Digital patient communications programme - patient education

Sponsored by Havas Life Medicom

At Havas Life Medicom, we are proud of our pioneering approach to healthcare communications. In one award-winning agency, we unite seven specialist-led disciplines: Medical Affairs, Medical Education, Market Access, Brand Strategy, Corporate and Brand Reputation, Integrated Creative and User-centric Design. With our fully integrated teams, we offer a range of comprehensive, bespoke and expertly-crafted solutions for brands, products or services to achieve exceptional results in today’s ever-evolving market.


WinnerChildren are not protected against all types of meningitis

By: Ruder Finn
Children are not protected against all types of meningitis Children are not protected against all types of meningitis Children are not protected against all types of meningitis
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Meningitis: Keep Watching was created in partnership with three meningitis charities, along with input from parent blogger and mum focus groups. A two-way dialogue Facebook page was developed to enable easy sharing of campaign messages. The centrepiece was a dramatic film of siblings role-playing with their sick dolly interspersed with a narrative about the reality of meningitis. Educational materials including a quiz were developed along with other tools to help parents spread the word. The film was screened at Picturehouse parent and baby cinema screenings, supported by TV and social media advertising, a Twitter campaign and blogger/media relations.

The industry has been slow to use social media to its full potential. By being passionate about the effectiveness of social media in communicating to mums and understanding the barriers, the agency developed protocols, monitoring processes and training to overcome concerns. Patient groups replied to comments, mitigating the need for approvals and allowing real-time authentic dialogue. 


Judges said:

This programme hits the spot across the board. An emotional and moving programme it smashed all objectives and benchmarked awareness throughout.



Highly Commended: Dean Street at Home

By: 90TEN Healthcare

Dean Street at Home Dean Street at Home Dean Street at Home
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An innovative online method was needed to reach, educate and diagnose men who have sex with men (MSM) who are at high-risk of HIV infection. Using social media, users were directed to a website that assessed levels of risk and offered a postal mouth swab testing kit. Gaydar (social networking site) reprogrammed its servers to send a personalised instant message to 800 of its 120,000 registered users in the M25 each day, while Grindr (geo-targeting smartphone app) sent tailored messages monthly. MSM were then directed to www.deanstreetathome.com - an intuitive database-driven website built using HTML and CSS and featuring a closed-ended, multi-route questionnaire designed to assess risk of HIV. Upon survey completion, users were offered a free postal mouth swab testing kit from DrThom (online medical service). Within 12-months over 7,753 people completed the online risk assessment and the site diagnosed 3% of all HIV-positive MSM in London. 


Judges said:

A plain-speaking, 'say it as it is' programme that set out to save money but also stop the spread of HIV. We loved the patient-focus and that it covers the whole journey from testing, through diagnosis to support in treatment. This focus set it apart from other programmes.



Finalist: An innovative solution that addresses unmet educational needs in ADHD - Sorted: The daily organiser

By: Aurora

An innovative solution that addresses unmet educational needs in ADHD - Sorted: The daily organiser An innovative solution that addresses unmet educational needs in ADHD - Sorted: The daily organiser An innovative solution that addresses unmet educational needs in ADHD - Sorted: The daily organiser
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Young people with Attention Deficit Hyperactivity Disorder (ADHD) have unique educational needs - they have a short attention span and are easily distracted. They find organisation, prioritisation, daily time management and long-term goals extremely challenging, resulting in frustration and low self-esteem. No single tool existed to help them manage these challenges. The goal of this app was to help improve organisation, prioritisation, daily time management and long-term goal setting.

The app is a prompting to-do list in a creative, motivational design format. Users can create tasks/deadlines, set personal goals, accumulate points and track progress. It was promoted via Janssen account managers to paediatricians, child psychiatrists and patient groups to prompt patient downloads. Also supported by user guides and YouTube videos.

User feedback: "I am an adult with ADHD. It is very well planned for ADHD brains - visual, colour coded, allows photographs and has rewards! Clearly developed with people who understand the ADHD brain and how difficult it is to organise our lives, needing instant rewards. I'm looking forward to becoming a convert."




Finalist: Helping parents better understand their child's ADHD to support decision-making - How's today been?

By: Aurora

Helping parents better understand their child's ADHD to support decision-making - How's today been? Helping parents better understand their child's ADHD to support decision-making - How's today been? Helping parents better understand their child's ADHD to support decision-making - How's today been?
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Young children with Attention Deficit Hyperactivity Disorder (ADHD) display different behaviours throughout the day, impacting school and home. Parents commonly experience guilt, believing long-acting medications mean they cannot cope. Treatment decisions are made between paediatrician, parent and child. 50% of children with ADHD have a parent with the condition, so remembering challenging moments is difficult. The objective of this programme was to encourage factual, less emotional, consultations. 

Developed with ADHD experts, the innovative app addresses the unmet needs of parents, helping focus consultations and support decisions. It is purposefully simple, engaging and quick-to-use. Parents can use the app sitting with their child, offering an opportunity for calm discussion of the day's highs and lows, and help them better understand their childs condition. 

The app has no treatment-related content, but troublesome times can be identified and discussed without guilt and allow management options to be considered. Differences between term- and holiday-time, when many parents opt for treatment breaks, can be clearly seen by parents, identifying the need for medication at this time.




Finalist: Cow's Milk Allergy on You Tube

By: eBee Health

Cow's Milk Allergy on You Tube Cow's Milk Allergy on You Tube Cow's Milk Allergy on You Tube
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The Cow's Milk Allergy Aware Mission brings together parents and HCPs who are passionate about sharing their experiences so they can learn from each other. Adopting the strategy 'Growing stronger together' and utilising their own global video channel on YouTube, Nutricia wanted to uncover content needs through key search terms and co-creation groups. The campaign aimed to empower parents to work with their healthcare providers to diagnose CMA, and support them through three key stages - symptoms, diagnosis and management. The channel was co-created by parents and HCPs who developed a content plan and filmed themselves answering each other's questions, which were then uploaded to YouTube. Traffic to the channel was through word of mouth and keyword tags developed from social media monitoring and terms generated within the workshop. Feedback has been excellent and demonstrates that by using social media parents are educating each other rather than being taught by professionals; the channel simply facilitates this process. This way ensures that true needs are met and the focus remains on what real people suffering with the condition want and need to know. YouTube is not yet widely used in pharma, but by setting up a system whereby parents' videos are put through the pharma approval process before upload the team were able to provide a true social media experience within the requirements of the Code.



Finalist: Stop Hepatitis C Patient Website

By: HAVAS LYNX and McCann Health

Stop Hepatitis C Patient Website Stop Hepatitis C Patient Website Stop Hepatitis C Patient Website
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The teams wanted to understand the challenges patients were facing, and how they could help them. They asked: what do patients need to know to start treatment?; what motivates them to start treatment?; what are their common objections to treatment?; how can we help them overcome these? Based on research and insights, different patient types were defined and an online patient journey was designed from diagnosis to treatment through five stages: education, motivation, objection, preparation and action.

The objectives of the programme were to empower patients to actively seek treatment by encouraging them to make their hep C promise and join the online hep C community; give patients the confidence and tools to help prepare them for treatment; create a visually impactful and tailored experience, in which users can easily navigate and access key, relevant content.




Finalist: Hepatitis C News

By: Tudor Reilly Health

Hepatitis C News Hepatitis C News Hepatitis C News
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HepatitisCNews.com is the first online community that enables those living with hepatitis C to share their experiences and tips with each other. The site addresses the great appetite for health-related information online, as more people turn to the internet for advice on health matters. Launched in December 2012,by Tudor Reilly Health, the aim was to create a vibrant, interactive community providing relevant, accessible information about hepatitis C and living well with the condition. An initial Google Ad Words campaign helped promote the sites visibility online. Since launch however, daily content updates, along with a loyal social media following and strong return visitor rate have helped build a thriving community, negating the need for significant ad spend. Other offerings have helped to engage visitors, including: downloadable e-books; Monthly newsletter; Ask the Expert section fronted by leading consultant hepatologist Dr Matthew Foxton of Londons Chelsea & Westminster Hospital; and, most recently, Hep C TV, the first online news channel of its kind. 

As an independent venture, HepatitisCNews.com is unique in its ability to engage freely with its audience, react nimbly to current affairs, provide timely updates on treatment advancements and to run a vibrant, complementary social media campaign. 



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PM Society Digital Media Awards 2013 sponsors:

bMore Creative Cegedim Doctors.net.uk ABPI Binleys emotive Pharmaceutical Field Radical Departures IMS Health Elsevier Pharma Solutions Havas Life Medicom HAVAS LYNX The Earthworks PharmiWeb Solutions Quintiles PriMe PharmaTimes OPEN LEC