Anoro Design & Branding Marks Story [image] 2 by McCann Health London

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Marks Story [image] 2

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Industry Health & Pharmaceutical Products
Media Design & Branding
Market United Kingdom
Agency McCann Health London
Chief Creative Officer Jeremy Perrott
Executive Creative Director Adrian Parr
Creative Director Stephen Martin
Art Director Stephen Martin
Copywriter Philippa Barratt
Designer Patrick Issenman
Released November 2016

Awards

LIA Awards 2017
Pharmaceuticals - Craft Art Direction Bronze Winner

Credits & Description

Entrant: Mccann Health London, London
Brand: Anoro
Corporate Name of Client: GSK
Pharmaceutical Company: GSK, London
Agency: McCann Health London, London
Global Chief Creative Officer: Jeremy Perrott
Worldwide Chief Creative Officer: Jeremy Perrott
Chief Creative Officer: Jeremy Perrott
Executive Creative Director: Adrian Parr
Creative Director: Stephen Martin
Copywriter: Philippa Barratt
Art Director: Stephen Martin
Integrated Delivery Director: Martin Collins
Agency Producers: Rita Jugessur/Peter Searle
Creative Artwork: Jacqueline Waller
Design Company: McCann Health London, London
Design Director: Steven Woodliffe
Designer: Patrick Issenman
Studio Manager: Dave McGlynn
Synopsis:
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.
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.