Finalist
Pioneering a ‘Pfizer First’ to Deliver Above-brand Messages
Summary of work
Antibiotics are among the world’s most precious resources, yet alarmingly bacteria are becoming increasingly resistant to these life-saving medicines. Healthcare professionals around the world face the near impossible challenge of balancing saving lives without increasing drug resistant bacteria in the population on a daily basis. However, identifying serious drug resistant infections in high-risk patients early, and treating them appropriately, could save lives and reduce the risk of potentially fatal transmission.
Pfizer is leading the way in antimicrobial treatments and wants to actively encourage dialogue and research to combat one of the biggest threats to humanity.
To help Pfizer start these discussions, we created the first LinkedIn Live event focused on infection management and Identifying high risk patients and the complexity of decision making() with international experts and healthcare leaders from around the world.
The prerecorded as live session was hosted on the high-profile Pfizer Global corporate LinkedIn channel after formal medical, legal, marketing and regulatory review.
Our laser-focused promotion targeted our highly specialised HCP audience, extending our reach. We smashed targets by over 200% and as a result, additional events in 2023 have been commissioned.
Judges’ comments
Edelman and Pfizer have produced a thought through and effective campaign highlighting a genuine educational need in AMR. The strategy and targeting were spot on and the situation analysis was excellent. The judges particularly liked the use of LinkedIn, which they thought was smart and led to some great outcomes.
