Novartis
Novartis: Flucelvax
Challenge
Novartis had created the world’s first cell culture flu vaccine. A breakthrough in vaccination engineering that had used the same egg based technology for over 50 years. The medical advancement aimed to change the negative perception of the flu vaccine among culture.
“As the family’s Chief Health Officer, Moms take on the responsibility to research, validate, and manage the wellbeing of all members while sacrificing their own health concerns.”
Insights
In research and focus groups, we learned Moms assume the CHO of the family - the Chief Health Officer. When it comes to keeping their families safe through flu season, Moms were the ones doing the research, finding solutions, and looking to not only experts, but their peers, for easy to understand or relevant information. Our target was female, 35-50. They successfully manage their career and the wellbeing of the family, and are flawless at it. Trust me. They do this while still finding time to be active in fitness or the community. The CHO became our persona and inspiration for everything we created or communicated.
The wrinkle from Novartis, was they also wanted to drive Physicians and Pharmacists to the same instance for learning opportunities.
Flucelvax.com homepage.
The World’s First Socially Enabled Flu Tracker and Timeline
Because our target was socially savvy and motivated by education, we created a social media tool that tracked the flu across the nation. We pulled mentions of the #flu #flushot #influenza #flushot and more from social and plotted them to the location of the IP address. The tracker pulsed with the minds of the masses. By tying into the CDC’s open API, we were able to validate the data and plot real time the outbreak severity. Travelling to the west coast? Check in on the flu tracker to see how prominent the flu in your destination. Kids in college away from home? Send them a gentle reminder to get their flu shot because it’s being discussed in their area.
The world’s first socially enabled flu tracker.
Our quiz and timeline encouraged viewers to learn more. Take the time to go through the history of the flu vaccine, then test your knowledge to be more educated for the masses. Be a resource of knowledge on the platforms where transfer of information was considered currency.
What is the progression of the flu vaccine through history? Viewers could learn more here.
What about about Physicians and Pharmacists?
While the site had a separate section for the medical professionals who would administer the vaccine, there needed to be a hands on approach from Novartis reps when speaking directly in person to these professionals. Tied to the same content platform, we built a mobile application custom to Novartis for education and order. Updating in real time, the rep and professional could ask questions, get answers, and adopt this new technology faster.
In the end…
Applauded as a consumer marketing success by moms and healthcare professionals across the nation. We were asked to deliver multiple case studies, data points, and interviews on the strategy to idea process. It was even recognized by MITX in 2014 as a Winner: Healthcare, Wellness, and Pharmaceutical Marketing. Years later, the site still stands close to its original inception continuing to educate the Chief Health Officers of the family. Hi Mom.
Roles:
Account Director, User Researcher, Copy/Script video writer
creds:
Art Direction: Bill Copes
Producer: Jake Dolan
Social Strategy: Chris Holmes
