Excellence in Integrated Non-Promotional Communications - New for 2018

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Respiratory_Care v2.0 Campaign

by Havas Lynx for Teva

Summary of work

If you could change the clinical decision of 57% of healthcare professionals to improve patient outcomes in a therapy are that has remained stagnant for over 60 years, would you?

We did.

With over half of asthma patients worldwide suffering from inadequate disease control, it was time for a change. In September 2017, we launched Respiratory_Care v2.0. A campaign to shape the market ready for a new digital era in respiratory care, designed to change long-held mindsets about the role of technology and data in healthcare.

We wanted to show healthcare professionals the future of respiratory care before it arrived, so that we could overcome sceptism and prepare our community to use tools and insights never seen before.

Through immersive congress experiences and an integrated digital campaign consisting of thought leadership, social communications, digital education and documentary-style patient experience films, we successfully reached over 300,000 healthcare professionals on social channels, and increased confidence in technology and data by 86% during one congress alone.

We broke out of traditional pharma marketing, collaborated with technologists, KOLs and patients, and together we created Respiratory_Care v2.0. Because after 60 years, it’s time for change.

Judges’ comments

The judges thought that Havas Lynx and Teva’s entry was innovative, with a good range of formats used within the communications. This entry was truly about the patient and the activity was impactful.