Some of our Favorite Projects So Far in 2020
We are excited to learn we’ve been selected as a finalist in the Fierce Pharma Marketing Awards, out of an abundance of submissions.
We were selected as a finalist for the industry-leading marketing campaign, ”Off to a Good Start,” developed on behalf of Eli Lilly and Company. “Off to a Good Start” centered around a series of unique animations to help type 2 diabetes patients better understand their disease state. Study after study indicates there is a dangerously high number of patients in the United States who do not adhere to their diabetes medications.
We used this market insight to focus on one key area of influence: strengthening a patient's understanding of the diabetes disease state through a simplified and engaging medium, such as video animations. Our goal was to provide all people affected by diabetes with the knowledge to feel empowered to take part in their own care journeys and to inspire more meaningful dialogue between patients and healthcare providers. In addition, this content intended to tackle a common reason for lack of adherence: inattention. By developing and sharing this content on a consistent basis, our mission was to stay top-of-mind with patients throughout their journey, as well as with their support networks of friends and family.
“We feel incredibly grateful to partner with Lilly on work that truly puts the patient in the driver’s seat. At TrendyMinds, we understand the importance of delivering the right information, through the right medium at the right time to impact audiences now and throughout their healthcare journeys. While we are honored to be selected as a finalist, we consider helping millions of people already a huge win,” Trevor Yager, TrendyMinds President & CEO.
With diabetes affecting every population pocket, we knew it would be important to include a unique multicultural component, so we developed animations specifically for the Spanish-speaking population. Beyond simply translating the English versions, we developed specific animations with a Spanish-first approach, tailoring the content to highlight cultural elements in our message delivery. This patients-first approach resulted in Spanish-speaking audiences engaging with content twice as long as English-speaking audiences.
The awards program’s applications were reviewed by an exclusive panel of executives from major companies including Area 23, an FEC Health Network Company, CMI/Compas, Evoke KYNE, FCBCure, an FCB Health Network company, GCI Health, GSW, a Syneos Health Company, Havas Health & You, Klick Health, McCann Health, Ogilvy Health, Univision Communications, and W2O Group. All applications were evaluated based on the following criteria: creativity, strategy, audience impact, social good, true innovation, and effectiveness. A full list of judges can be found at https://www.fiercemarketingforum.com/judges.
This year’s winners will be announced at Digital Pharma Innovation Week on October 26-30, 2020. The Fierce Pharma Marketing Awards are a peer-reviewed awards program from the publisher of Fierce Pharma, produced by Questex. The competition highlights pharma companies and their agency partners who have produced thought-provoking, innovative, and compelling campaigns across a wide range of media over the past 12 months. TrendyMinds was recognized as a finalist in the category of Social Media for Consumer.
To view examples of “Off to a Good Start” creative, visit Lilly Diabetes.