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An industry first: exclusively utilising a 'digital' channel for product launch. Abbott decided to use as the only promotional channel for its new product and so far the programme has proved very successful. An insight driven, mutli-element website was built to include: interactive case studies, clinical summaries, Ask the Expert and Product presentation. Results have exceeded expectations with over 9000 unique clinicians engaged, equating to 45% of the NHS population of Obs and Gynae specialists. The programme has also been submitted for a 2013 Abbott Global Presidents Award for excellence.

Judges said:

Not a 'whizzy' site, just great educational content. Nice to see the industry take this step to use this as the exclusive promotional channel and clearly it was a good decision judging by the impressive results. They defined the business need and set very clear objectives which exceeded everyone's expectations.

Further information relating to this entry has been withheld at the entrant’s request

Finalist: Hepatology 360

By: Litmus MME

Hepatology 360 Hepatology 360 Hepatology 360
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Abbott wanted to be seen as a committed partner in the provision of needs-driven medical education in hepatology. Aiming to provide online support to 2000 hepatologists in year 1, the team developed a non-promotional educational website that provided access to international experts and centres of excellence,with the goal of enhancing clinical management of liver disease. By building an online hepatology community best practice could be shared, demonstrating tangible benefits for real-world patient care, with 1500 visitors in 12 months. In the first year over 2000 HCPs directly participated in educational events with 88% of respondents indicating a change in practice as a result of their participation demonstrating real-world benefit.

Finalist: Diabetes Matters - Website

By: Nitro Digital

Diabetes Matters - Website Diabetes Matters - Website Diabetes Matters - Website
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The existing Diabetes Matters website was not working. Launched by Sanofi in 2011 a review of the site highlighted some key issues which needed to be addressed in order for the site to be successful. Improved usability and user engagment, as well as improved optimisation of the design and structure were identified as main areas that needed to be addressed. The structure, design and content was totally redeveloped so it is now more customer focused and provides users with a richer experience than before. Aimed at two groups - patients who wish to access education and free materials regarding diabetes; and as a resource for HCPs to provide their patients with free resources regarding diabetes education. The new look and feel followed an e-commerce product browsing and check out solution similar to or, but with fewer steps!

Finalist: re-launch

By: Ogilvy DigitalHealth & Ogilvy Healthworld Medical Education re-launch re-launch re-launch
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Galderma wanted to raise their profile as a trusted partner in dermatology through an existing destination While the content and imagery was original and high quality it was difficult to access and traffic was decreasing. In order to achieve Galderma's objectives a collaborative, insight-driven approach was adopted to define and respond to HCPs' needs and as a result reposition DermQuest as the destination for 'personalised learning and teaching resources for dermatologists'. Since relaunching the number of unique visitors has increased by 27% per month and new learning content has received a very positive response from users with 100% saying the e-learning content was relevant to their jobs.

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PM Society Digital Media Awards 2013 sponsors:

bMore Creative Cegedim 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