Proofs of success with digital projects
International Examples
- One of the earliest digital campaigns: Preflucel & Celvapan Vaccinations global launch 2011
- Tick Vaccination: Baltics, CZ, AT awareness campaign
Awards
7x „Goldenes Skalpell“ (best of pharma advertising Austria ), out of which
- 4 for multichannel campaign
- 1 film/video
FSME immun vaccination
1. Project background
FSME immun vaccination: Low awareness in European population for danger related with tick-bites. Unlike wolves & bears, ticks are easy to be ignored and do not create feelings of discomfort or fear.
3. Operative implementation
Using 3D for „eye-catching-effect“, visualizing the hidden danger in its real setting and inserting a well learned symbol to support the message without words worked extremely well across country borders.
2. Strategy
Set in consumer-mass-market surrounding, the campaign has to stand out and get attention. Care has to be given that too much emphasize on „danger“ in the campaign does not backfire / create resistance or trivialisation.
Preflucel
2. Strategy
The campaign has to emphasize the purity of the product / highest quality / technical production process. It should work for specialists as well as for patients.
1. Project background
Preflucel is unique in its production process (not based on eggs). Competitors do not have this advantage = the production is a real USP.
3. Operative Implementation
3D elements were created to immediately transfer the „technical state of the art“ message even to non HCPs. Core-elements were developed for use and adaptation in the countries (packaging, MoA video, logo, patient material , inserts, etc. )
Proofs of success with digital projects
Single country examples
- Implanon: www.beingawoman.ch & film & social media & print
- Simponi & Remicade: www.msd-gesundheit.ch & blog
- Mode of Action videos
Awards
7x „Goldenes Skalpell“ (best of pharma advertising Austria):
- 4 for multichannel campaign
- 1 film/video
Implanon
1. Project background
IMPLANON is a method of contraception for up to 3 years. The implant is placed inside the upper arm. Though the method has a lot of advantages, its awareness among HCPs as well as in its target audience is low.
3. Operative Implementation
Creating a website for contraception with an embedded quiz to define which contraception fits the individual situation best. High quality films are used to create confidence. Social Media campaign for awareness/ pull strategy.
2. Strategy
Directly approach target group (young females) via digital media and create involvement and provide an instrument for further discussion with HCP.
Implanon Marketing
Implanon Showreel
2. Strategy implementation
After website and blog implementation, content updates were done by the marketing team, SERRO offers consulting and implementation of continuous improvement of blog & site based on thorough analysis of KPIs
1. Project background
A broad and deep „service & information hub“ for patients with autimmune-disorders, with a blog and password-protection to the Simponi/Remicade information in 3 languages
