Finalist
Meeting of Minds – Connecting the Dots through Digital Platforms
Summary of work
ADHD is a highly emotive and widely misunderstood condition, not only within the lay population but also within many HCP communities across the globe. Most adults with ADHD have a comorbid psychiatric disorder which can complicate diagnosis and treatment.
To address this, our client asked us to develop their omnichannel communication strategy to drive traffic to their ADHD online platforms, in line with their strategic imperatives for HCPs to recognise the significance of continuous optimal treatment across the lifespan.
We mapped out their digital ecosystem and customer journeys, connecting the dots from their web, email and social platforms, based on the channel preferences of their key stakeholder groups which were segmented by persona type.
At the heart of the campaign was the Meeting of Minds standalone event for ADHD delivered on a unique, 3D virtual expo, with integrated registration for live broadcasts and on-demand and interactive content.
We developed a targeted communication strategy for HCPs to drive awareness and registrations to the event and the post-meeting on-demand content to deliver personalised engagements with healthcare professionals and to support the ADHD community.
Judges’ comments
Takeda and CMC AFFINITY have produced a nicely constructed programme with good research and execution against audience preferences. The virtual reality experience stood out most for the judges, which appears well conceived and delivered. A strongly articulated submission.
