Finalist
GSK Herpes Zoster Vaccination
by GSK with support from Medscape Global
Summary of work
Aiming to increase shingles vaccination uptake, a global HCP directed campaign was essential in equipping primary care physicians with the clinical knowledge to discuss vaccination with all eligible patients and support an informed decision-making process. The ability of Medscape to mine detailed audience insights, such as content preferences and engagement habits, led to an execution framework underpinned by the deployment of a mix of tactics—ranging from short-form recognition engagements to deep-dive educational content. The result? A highly effective, data and insight-driven campaign that exceeded expectations and redefined engagement benchmarks for Medscape and GSK, setting a new standard for international vaccination initiatives.
Judges’ comments
The entry from GSK and Medscape Global had a clear approach of placing relevant content within the curated info sphere, with very strong measures of success. The campaign seemed to effectively educate HCPs and shifted intent to vaccinate. Its strength was in robust behavioural metrics and cross-market adaptability.
