| Заголовок | Mark's Story |
| Агентство | McCann Torre Lazur |
| Кампания | Mark's Story |
| Рекламодатель | GSK Consumer Healthcare |
| Бренд | Anoro |
| Дата первой трансляции/Публикации | 2016 / 10 |
| Бизнес сектор | Здоровье и фармацевтические изделия |
| философия | When it comes to COPD physicians don’t have a benchmark or trigger to change patients’ treatment and rely on patient feedback to confirm their decisions. Often, patients don’t communicate this and so physicians are missing the opportunities to optimally impact the disease. Research showed that whilst, once physicians understood the data it wasn't compelling, they were really struggling to see how that data linked to patient benefit. It was therefore crucial that the data was presented in a way that made this link much clearer, speaking to the idea of what the impact of the drug truly has for the patient. To overcome these problems we were asked to create a new digital sales aid for GSK Respiratory Anoro, a drug that treats COPD, which will help the sales rep expand and bring to life the patient's story. Our solution, rather than having a narrative led by a drugs data, was we created an interactive story told through Mark, a fictional patient, through ‘live’ social media posts. This allowed us to give a real voice to our COPD patient showing both his fears of the disease and the positive effect of Anoro both emotional and physically. Data was designed to be in keeping with the overall feel of the sales aid as well as reflecting the events of Marks life. |
| Результат | By presenting information in a new yet familiar way, and introducing Mark to physicians, we were able to successfully convert what was previously a non-receptive audience, to prescribing Anoro. Following implementation of this campaign, prescription of Anoro has increased coinciding with Anoro becoming the most prescribed LAMA/LABA combination worldwide at the beginning of 2017. We don’t have any specific analytics as this is a global piece and data was only collected at a local level. |
| Тип медиа | Телевидение |
| Длина | |
| Corporate Name of Client | GSK |
| Pharmaceutical Company | GSK London |
| Global Chief Creative Officer | Jeremy Perrott |
| Международный главный креативный директор | Jeremy Perrott |
| Chief Creative Officer | Jeremy Perrott |
| Исполнительный креативный директор | Adrian Parr |
| Creative Director | Stephen Martin |
| Копирайтер | Philippa Barratt |
| Арт-директор | Stephen Martin |
| Integrated Delivery Director | Martin Collins |
| Agency Producer | Rita Jugessur |
| Agency Producer | Peter Searle |
| Creative Artwork | Jacqueline Waller |
| Директор по дизайну | Steven Woodliffe |
| Designer | Patrick Issenman |
| Менеджер студии | Dave McGlynn |
Больше работы
СМОТРЕТЬ ВСЕUrban Eye Test (Film Case)
- БРЕНД:
- OCO Optomoetrist
- АГЕНТСТВО:
- McCann Health