Bringing ‘Medicine to Life’ – A new era in anticoagulation for AF and VTE

by Ogilvy Health PR for Boehringer Ingelheim GmbH

Summary of work

We triggered a truly global dissemination of information about two of the world’s most common cardiovascular conditions. Atrial fibrillation (AF) and venous thromboembolism (VTE) cause widespread disability and their impact can be devastating.

Information about these diseases is readily available online. But complex presentation and scientific language hinders the messages from getting across and makes it hard to understand newer treatment options.

Boehringer Ingelheim (BI) tasked us with boosting awareness of the need for effective preventative treatment.

Our response was to capture multidisciplinary insights from 14 renowned international experts, combine them with captivating visuals and produce a comprehensive set of films called ’A New Era in Anticoagulation for AF and VTE’.

The films created a one-stop digital resource on the diseases. They covered everything from hot topics in the therapy area, such as ’Best brain protection for AF patients?’ to more practical topics including ’Top tips for supporting loved ones with AF’. As a result, the videos engaged physicians, media and patients alike.

The campaign surpassed all expectations – reaching more than 30 million people via Facebook and Twitter, and being adapted by 32 local BI markets worldwide. In short, they have achieved a global reach and provided invaluable disease education.

Judges’ comments

This was a good and well-rounded campaign, using SMART objectives to measure success and define the tactical direction. It demonstrated evidence of listening to the environment, knowing there was inaccurate information out there, and then validating its aims through research to shape the programme.