Best Use of Relationship Marketing of 2016


Weber Shandwick and Abbott

Giving Millennials an Eyeful to Consider Lasik

Judges were impressed with the use of Tumblr to increase awareness of Lasik procedures among millennials, especially one that achieved an engagement rate of more than eight times the original goal.

“I loved the copy on the site — it's fresh, conversational, and non-pharma,” one judge noted.

“Great results that demonstrate measured referrals,” noted another.

Research conducted by both Abbott and Weber Shandwick indicated that messaging needed to stress the benefits of laser surgery while addressing questions and concerns. Data also suggested that millennials have a fear of missing out on exciting experiences. So the team developed a Limitless with Lasik positioning and an ongoing content strategy that involves millennials creating relevant content for millennials.

Content — including BuzzFeed-style listicles that were intended to remind readers of the hassles associated with contacts and glasses — addresses common questions and misconceptions. The site is also monitored daily to field questions.

Nearly 55% of traffic referred to, Abbott's DTC site, from the Tumblr page. Looking at all 12 conversion goals combined, 113.7% of traffic referred from Eyeful to converts versus 22.5% of the DTC site's overall traffic.


Digitas Health LifeBrands and AbbVie

B4BC (Synthroid)

The Before Breakfast Club (B4BC) program delivers tailored messaging to hypothyroid patients in the morning hours, which is when they take their medication.

Judges found the effort well executed, thoughtful, clever, and memorable.

Results included both a 58% jump in traffic for and increased awareness of differences between Synthroid and competitive generic treatments.


CDM Group and Biogen |
Above MS Program

CDMiConnect and Otsuka America Pharmaceutical |
The Abilify Savings Program

Digitas Health LifeBrands and AbbVie |
B4BC (Synthroid)

Klick Health and Takeda Pharmaceuticals |
Entyvio Virtual Reality Experience

Weber Shandwick and Abbott |
Giving Millennials an Eyeful to Consider Lasik


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