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Digital health campaigns - award winning secrets
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Digital health campaigns - award winning secrets

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Winning awards for digital health campaigns - a case study on Meningitis Keep Watching presented by Ruder Finn UK to PMLive

Winning awards for digital health campaigns - a case study on Meningitis Keep Watching presented by Ruder Finn UK to PMLive

Published in Health & Medicine , Business
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  • THE CHALLENGEDevelop simple, engaging content to deliver key messagesTap into an existing online network of parentsHarness ambassadors within parenting blogosphere to drive grass roots movementEmploy a multi-channel approach to create surround sound noiseBuild and maintain a strong online community; by parents, for parentsPlace Novartis Vaccines and Diagnostics Limited at the forefront of digital patient engagement
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  • 1. An innovative and integrated digital health programme 21/02/20 13 ruderfinn.co.uk 1
  • 2. 3 wins, 1 highly commended and 1 finalist 10 additional industry award wins / finalists for the campaign in 2013 Integrated multi-channel campaign Digital patient care programme – patient education Social media
  • 3. “ ” Two-thirds of parents are unaware that current vaccines don’t protect children from all types of meningitis.
  • 4. Our approach Educate parents about the risks of meningitis and empower them to understand the signs and symptoms of the disease Blend digital and traditional media channels to spread the word through peer to peer communications
  • 5. One campaign film Offline Online 7 million film views through on and offline channels 24.7 million opportunities to engage with the campaign 16,000+ likes on Facebook 20 cinemas showed film across UK 54 pieces of media coverage 10 mummy blogger ambassadors 195 tweets reaching 250,000
  • 6. One campaign film Offline Online 7 million film views through on and offline channels 24.7 million opportunities to engage with the campaign 15,000+ likes on Facebook 20 cinemas showed film across UK 54 pieces of media coverage 10 mummy blogger ambassadors 195 tweets reaching 250,000 Awareness that ‘children are not protected against all types of meningitis’ rose from 32% to 82%
  • 7. 1 Demonstrate a true change in knowledge or behaviour as a result of your campaign Our top tips for winning…
  • 8. 2Articulate the passion and commitment of the team and a belief in your campaign as a worthy winner within your entry Our top tips for winning…
  • 9. 3 Set realistic KPIs at the outset and demonstrate how you have met or exceeded them Our top tips for winning…
  • 10. 4 Ensure your strategy is credible and demonstrate that it was based on true insights – was digital really the right channel to use and who was the audience you were trying to reach? Our top tips for winning…
  • 11. 5Create an award worthy campaign in the first place – think big and conceive a concept that genuinely pushes industry boundaries Our top tips for winning…
  • 12. “ ” This programme hits the spot across the board. An emotional and moving programme it smashed all objectives and benchmarked awareness throughout.
  • 13. 1 Bedford Street London WC2E 9HG T +44 (0)20 7438 3050 E mail@ruderfinn.co.uk www.ruderfinn.co.uk