October 2017 Issue of MMM
2017 Book of the Night
WhattoExpect.com consistently registers nearly 60% of all pregnant women in the U.S.
An Intouch representative said the campaign idea was sparked by the agency's purpose statement: Hacking Healthcare for the People.
Judges described the effort as highly creative, unique, smart, and surprising.
All judges' comments enthusiastically praised the idea, execution and results.
"This is very much a breakthrough idea," said one judge.
After the TV spot was tested in pilot cities, website traffic was up 71%.
Judges described the site as compelling and elegant.
The HCP website played a crucial role in record sales in 2016.
"A fresh take on medical imaging."
"This tells a beautiful story that can live on in numerous formats," noted one judge.
"The brand really stands out relative to other urgent care clinics."
Judges loved the app and appreciated the team's careful development work.
Outstanding results included more than 1.2 million social media impressions.
"The strategy was ideal for delivering the necessary product training," said one judge.
Thirty-eight custom illustrations are used to determine the type and severity of trauma experienced.
"A unique, creative, and iconic approach," said one judge.
Judges loved this powerful campaign for Eli Lilly's new drug for advanced squamous non-small cell lung cancer.
"The industry needs more work like this," noted a second adjudicator.
Judges thought the approach was smart and impactful.
Three new products launched in 2016, which contributed to a 66% digital revenue jump and a 17% overall ad revenue increase.
Medscape's reach is ever-expanding and impressive.
Last year's innovations include client company microsites, which leverage ReachMD's features and expand its content and marketing base.
A revenue increase of 60% to more than $85 million last year pushed Area 23 into the large agency category.
Last year Intouch Solutions won 43 accounts (24 of which were from existing clients) and more than 35 awards.
"Lisa's work for City of Hope is impressive," said one judge.
One colleague described Lisa Yañez as "a big thinker who actually gets things done."
The expertise of the relaunch team spanned sales, marketing, medical, and marketing research.
Last year, the team's innovative surround sound approach helped drive record sales of more than $1.2 billion.
"Clients need problem solvers across all areas of health, innovation, and communications," explained an agency representative.
Client testimonials noted that Neon teams are highly valuable extensions of in-house teams.
"HealthySexual nailed it — great use of multichannel for a multifaceted audience."
Judges described the effort as a hip, modern, and effective.
"Content flowed seamlessly across channels," one judge said.
Results included 2.7 million Facebook impressions.
Judges thought the film was beautifully executed, realistic, and highly relevant.
Creative elements featured five mosaic faces that mirrored the diversity of Los Angeles County residents.
Humira is the first and only FDA- approved therapy designed to treat moderate to severe HS.
Judges applauded an outstanding user experience on the campaign website and mobile app, as well as the campaign's welcoming tone.
Outreach also included fundraising events, roundtable events, and more.
A crowd-funding initiative is underway to make free headphones available to every combat vet who wants them.
After the TV spot was tested in pilot cities, website traffic in those cities increased 71%.
Since the branded ads launched this year, website page views increased 170% and prescriptions increased 41%.
The campaign helped drive a 20% in-crease in sales during Q1 2017.
Lartruvo sales soared 269% above the projected forecast.
"This app is the best thing I've seen all day," said one judge.
Sales beat forecasts and demand exceeded stock.
2e Creative's exceptionally strong growth of 78.5% certainly grabbed judges' attention.
Judges admired the agency's specialty focus, creative work, and strategic thinking.
"This team did a great job creating an iconic, actionable campaign in a very crowded space," one judge said.
Exceptional results included nearly 2 million Facebook impressions in just one month and a 256% increase in related online posts.
Results included $5.4 million in medical cost savings.
"This was an original and creative idea with a clear strategy and impactful results," said one judge.
Judges found the approach innovative, completely immersive, and well-executed.
The campaign has drawn worldwide media attention and made big strides on the policy front last year.
The multichannel effort earned more than 370 million impressions.
As of April 2017, the program had 108,116 registrants — 32% above the goal.
This global program was designed to help rheumatologists optimize patient conversations during brief office visits.
The HealthySexual brand is all about HIV prevention.
Judges loved the creative execution.
Judges felt Mr. Sun distinguished itself as Best in Show for several reasons.
Dr. Richard Wender is widely recognized as a visionary thinker and bold leader who has spent more than three decades helping the American Cancer Society ...
This year's Award winners show what good looks like in a host of pharma marketing areas, including new categories like immersive technology and orphan product ...
Calcium is the sponsor of the 2017 Platinum Award, which was awarded to Dr. Richard Wender, chief cancer control officer of the American Cancer Society.
Merck's Reaves West is this year's chair of judges.