Winner
Defining a New Approach to Disease Awareness for Merck KGaA Healthcare
Summary of work
As a global market leader in early diabetes, Merck KGaA, supported by Porter Novelli, set a new standard for its disease awareness campaigns via a data-led approach, delivering measurable impact through the Diabetes Disease Awareness Global Pilot.
This multi-market, digital first programme ran from April to July 2025 across Brazil, Poland, Indonesia, and UAE, achieving exceptional results at unprecedented efficiency.
The campaign delivered over 69,000 Diabetes Risk Checker completions, reaching 6.45 million people across diverse markets. Porter Novelli collaborated with Merck KGaA to implement this performance-driven initiative, creating a scalable framework for future disease awareness communications.
The pilot demonstrated how global teams can create best practices for local impact, developing innovative ways to drive engagement through paid media while improving patient outcomes.
The programme established a culture of learning, refining and sharing, helping Merck KGaA effectively use data-driven paid media to drive traffic to their Diabetes Risk Checker.
Judges’ comments
This entry was strong for its global-to-local scalability. The high volume of "completions" provided a direct link between digital spend and potential clinical diagnosis. It had a very strong flexible approach, using data to adapt as required throughout the campaign, which helped to drive some outstanding results.
