Finalist
Testosterone Deficiency Syndrome for Bayer HealthCare
Summary of work
A campaign on the subject of Testosterone Deficiency Syndrome (TDS) targeted at multiple audience groups/channels (media, physicians and parliament) required maximum impact from a single piece of research.
Underpinning the success of the campaign was a central strategy which empowered influential stakeholders in each target group to be heavily involved with, own and help communicate, the data. This resulted in a credible and well-received survey, which opened doors to multiple channels. Media outreach achieved 54m opportunities to see, a speech was given in parliament, two leading medical congresses accepted the abstracts and an oral presentation was given.
Judges’ comments
The objectives were clear – they had everything covered with lots of different audiences. The use of case studies was really good particularly in such a difficult area.
Testimonials and Judges’ comments
GP and consultant in sexual medicine: This survey has been so important because it is the first to explore the barriers to diagnosis of TDS. I believe that the research will act as a catalyst for improvements in early diagnosis of TDS. I also hope that patient awareness and confidence to seek help will also grow as a result of what we have uncovered.
Senior brand manager: Within tight timelines and a challenging budget, the agencies combined their expertise in order to successfully reach target consumers, HCPs and parliamentarians with our key messages. The campaign well exceeded our expectations and as a result of this work, we feel that TDS diagnosis and treatment will improve for patients.
