Recognizes excellence for websites targeted at healthcare professionals, promoting specific branded products and services (brand.com)
Sponsored by The Doctor’s Channel
THE FINALISTS
• Publicis Healthcare Communications Group and Sanofi for auvi-q.com/hcp
• ICC Lowe Trio and Johnson & Johnson Healthcare Products for jjdentalprofessional.com (brand: Listerine)
• Klick Health and Acorda Therapeutics for ampyra-hcp.com
• Medtronic Neuromodulation for professional.medtronic.com
• Sudler & Hennessey and Ferring Pharmaceuticals for ferringfertility.com/hcp
GOLD AWARD
Publicis Healthcare Communications Group and Sanofi
“I talk”: Auvi-Q Branded Health Care Professional Website Clinical Advisor
All judges agreed that this team did a great job of engaging HCPs and of differentiating Auvi-Q, Sanofi’s new epinephrine auto-injector product that competes against a brand that’s been around for more than 30 years and has nearly 100% marketshare.
“Simple execution that strongly demonstrates the product benefits,” said one judge. “This straightforward website explained the product features and benefits very effectively,” said a second.
The agency noted that prescribing behaviors in the category are deeply entrenched, and because HCPs are often unaware of patients’ challenges with epinephrine auto-injector options, few understood the need for a change.
The goal was to introduce Auvi-Q as a breakthrough in epinephrine auto-injector design that can help almost anyone manage a severe allergic reaction.
The site is dynamic and includes an interactive virtual tour, a demo video, size comparisons, customizable views and resources for physicians, nurses and patients. It also effectively raises awareness of challenges in anaphylaxis management.
Several judges felt the video was very compelling. One noted that “the creative breaks through and reinforces product differentiation,” and was also impressed by the usefulness of the HCP tools provided.
SILVER AWARD
Medtronic
Neuromodulation Healthcare Professional Website
This site provides high-quality clinical content that’s personalized and customized based on role and specialty area.
“An extraordinary amount of information clearly organized,” said one judge.
Visitor statistics illustrate success—82% are very likely to return; 74% are likely to recommend the site; and 57% rate it 10 out of 10.
In an age of media snacking, where people get information in fragments, thedoctorschannel.com delivers free medical information condensed into 1–2 minute streaming videos that get right to the point.
From its studio in New York City, The Doctor’s Channel produces free CME videos, conference coverage and much more.
The Doctor’s Channel was named one of the top healthcare sites by Manhattan Research and won the Web Health Award’s Gold Award for Best Medical Education site.
From the October 03, 2013 Issue of MM+M - Medical Marketing and Media
