IMS Health is a global Life Sciences services and technology company dedicated to helping the healthcare industry perform
better through a unique array of technology-enabled insights and services. We have industry leading technology solutions in Multichannel Marketing, Social Media and Sales Force Effectives
South Central SHA wanted to reduce emergency admissions by monitoring and supporting patients with COPD. The strategy was to automate three activities: monitoring symptoms, triaging need and alerting clinicians according to risk level. Patients' average age at diagnosis is 67 so the digital solution chosen was the telephone. The objective was to automatically, twice a week, ask patients pre-set questions to evaluate their symptoms and parse their answers using a clinical algorithm. The system would then automatically alert clinicians if a patient's state of health had deteriorated, enabling early intervention and so avoid admissions. In evaluations to date patients have recorded less severe symptoms, reduced anxiety and depression and excellent patient experience. The COPD Monitor was shown to contribute to patients' self-management, improve their awareness of symptoms of potential exacerbation, improve adherence to treatment and decrease their visits to hospital and GPs. The capacity of clinical staff was also increased by allowing them to focus on the patients at risk. Per patient year COPD Monitor delivers healthcare expenditure savings of £1572 for a cost of only £26.
Innovation doesn’t have to be something new. Use of existing technology in an innovative way that makes a difference to patient outcomes is also worth rewarding. Our winner utilises existing technology in a simple but innovative way that delivers value to patients and the NHS. Great to see such a valuable, practical service that has a direct impact and benefit for healthcare services.
Symbicort Turbuhaler was perceived by HCPs and patients as a complicated device and brand recall was not high. The global marketing team wanted to help local markets counter that scenario. So a mobile solution was developed for reps to support physicians in educating patients on the correct use of the device. The mobile app taught physicians how the new packaging functioned and the intricate workings of the science behind it. A simple to use interactive mobile experience that brings the device to life in a virtual iPad and iPhone based presentation that can be used by HCPs on their own time and a useful engagement device with their patients. The approach also attempted to facilitate a closer discussion between the HCP and their patients. The mobile app shows how the device works to disseminate the two active drug components into the appropriate areas of the lungs, and how to use the device.
An integrated, multi-channel campaign, with complementary patient and HCP tactics was developed to raise awareness of INCIVO, the new hope it brings for hepatitis C patients and to help drive informed conversations. For HCPs, tactics included a fully tailored interactive patient profiles; an emotive video highlighting the burden of hep C on patients; a suite of impactful iPad applications to launch the “Urgency to Treat” messaging at EASL. For patients, tactics included the Stop Hep C website, a central hub for hep C patients where they can view comprehensive disease and treatment information, add their own promise the to “wall” to become part of the online community, download useful PDFs to take to their HCPs and a preparation tool designed to assess a patient’s potential readiness for treatment.
HAVAS LYNX wanted to develop marketing and brand teams' digital expertise and build confidence so they created a flexible, tailored online training workshop programme that allows teams to: define brand challenges and identify opportunities of how digital can support their brand and their stakeholders; create a platform to commence digital strategic planning and share best practice; provide tangible outputs to enable easy implementation of the digital strategy into their business; and provide ongoing post workshop support. On average 91% of delegates scored the workshops at 7/10 or above. Successful delivery across Europe, Asia Pacific, US and South America has already taken place and marketers' confidence has grown as a result of taking part in the workshops.
A highly successful Twitter campaign and targeted SMS outreach ensured that World Hepatitis Day 2012 engaged more people than ever before across the globe. Carefully planned, global audiences tweeted a photo of themselves performing the 'three-wise-monkeys' poses to highlight the ignorance surrounding the disease. Using the hashtag #seehearspeakno, photos were automatically curated into a bespoke online gallery. The campaign reached 1.7million people globally and over 700,000 in the UK alone and intended to inspire action: prevention, diagnosis and treatment. Traffic to the World Hepatitis Alliance website increased by 14.6% compared with the same period in 2011. This campaign is a great example of how to use technology to produce tangible health improvements for difficult to reach audiences. This 'innovation' is confirmed by the fact that the World Health Organisaton plan to use the campaign methodology as a template for future global health campaigns.
Vaccinations do not protect against all strains of meningitis, but 68% of parents think they do. The objective of this emotive campaign was to increase parental knowledge that children are not protected against all types of meningitis. Harnessing online parenting networks in new and innovative ways, parents were educated to Keep Watching for meningitis using a campaign built by the community, for the community. The campaign focused on mums with infants, tapping into their appetite for social media based on the fact that 93% of mums are signed up to Facebook.
A two-way dialogue Facebook page was developed to enable easy sharing of campaign messages. 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.