Winner
Regional Digital Media Centre of Excellence - New Way of Engaging with Patients and HCPs
Summary of work
The Regional Digital Media Centre of Excellence (CoE) is a transformative initiative by Novo Nordisk, aimed at revolutionizing disease awareness and education through digital channels. Targeting the general population, patients, and healthcare professionals (HCPs) in the Obesity space, this project seeks to streamline operations, enhance efficiency, and ensure compliance amidst evolving content demands and engagement patterns.
Key to the project’s success was driving change and fostering internal engagement.
In an industry where agility and speed are often lacking, the CoE team worked diligently to demonstrate the efficacy of the new model and to shift the mindsets of internal stakeholders and marketers. This approach ensures that Novo Nordisk remains future-proof in its digital media efforts.
The pilot, launched in Q1, showcased remarkable results. It not only proved to be more cost-effective and compliant but also achieved significant impact, reaching the top 1% of all Novo Nordisk Meta posts, engaging 4 million people, and reducing the cost-per-click by 63%. This success led to tangible organizational change, with approvals for 7 new CoE teams being established across regions post-pilot.
The CoE project exemplifies how strategic digital media transformation can drive meaningful engagement and operational excellence in the Obesity healthcare sector.
Judges’ comments
Novo Nordisk and Kearney identified a clear business need, well supported objectives and a strong plan. They had impressive results with qualitative and quantitative outcomes, supported by robust documentation. It was a great example of coalescing an organisation around a common objective and changing the organisation’s model to achieve results. Impressive!
