We are thrilled to announce that Medico Digital has been named a finalist in two categories for the prestigious PM Society Digital Awards 2024. This recognition highlights our team’s dedication to creating innovative and impactful digital healthcare campaigns.
About the PM Society Digital Awards
Now in their 15th year, the PM Society Digital Awards are a cornerstone of the healthcare marketing calendar. These awards celebrate excellence in digital communications within the healthcare industry, recognising campaigns that push boundaries and deliver outstanding results.
Our nominated campaigns
Disease and/or Health Awareness (Public): “A Sporting Chance at Better Prostate Health” for UroLift® System by Teleflex Interventional Urology
With an estimated 3 million UK men affected by Benign Prostatic Hyperplasia (BPH), our campaign aimed to raise awareness among those aged 50 and over, addressing this taboo topic in an engaging way.
We developed a dual-thematic approach, using brand visuals and sports-themed assets to resonate with our demographic and drive traffic to the UroLift website. Facebook was our primary platform, chosen based on Statista data showing its popularity among adults 56+ in the UK. We leveraged humour and sports themes to make the sensitive topic more approachable, aligning with Gen X’s preferences in brand communications.
The campaign’s timing capitalised on heightened prostate health awareness in early 2024, following King Charles’ diagnosis. This strategy proved effective, achieving:
- 3% click-through rate and 3.4% conversion rate for form submissions, outperforming healthcare industry averages and the US NASCAR campaign’s 2% conversion rate.
- Increased completion of BPH symptom score questionnaires and medical advice seeking.
- Positive client feedback on the campaign’s balanced approach to a sensitive health issue.
By encouraging early symptom assessment, our campaign addresses a critical need in men’s health, potentially improving the quality of life for those suffering from BPH. This is particularly important given the NHS’s often lengthy ‘watch and wait’ approach to BPH treatment.
Innovation – Creativity: Molecular Music project with Create Health for BD
In collaboration with Create Health, we developed an innovative campaign to showcase the BD MAX diagnostic system’s capabilities beyond COVID-19 testing. Our approach transformed complex pathogen protein sequences into unique audio samples, allowing users to create their own music tracks via an interactive online platform.
This project presented significant technical challenges, particularly in creating a platform that could function effectively in environments with unreliable internet connectivity, such as conference centres. Our development team employed cutting-edge browser-based data processing to ensure minimal latency in music creation, optimised for low-powered tablets.
Key achievements included:
- Implementing a system for users to download and share their tracks
- Ensuring a seamless user experience through multiple design iterations and extensive testing
- Developing a data capture system for follow-up engagement
- Creating an email system for easy track sharing
To maximise impact, we extended the platform’s accessibility online for BD MAX customers beyond the initial event setting.
The campaign effectively communicated the BD MAX’s versatility in an engaging, memorable way, turning complex scientific concepts into an interactive musical experience. Its success demonstrates our ability to blend technical expertise with innovative thinking in healthcare marketing, delivering creative solutions that align with our client’s objectives.
Why these nominations matter
These nominations highlight the evolving landscape of digital healthcare marketing. They underscore the importance of creative, effective approaches in addressing sensitive health topics and communicating complex medical information.
Such recognition encourages continued innovation in the field, pushing the boundaries of how we engage with both patients and healthcare professionals through digital means.
Looking ahead
The awards ceremony on September 12th in London will showcase the best in digital healthcare communications. We’re honoured to be among the nominees, reflecting the collaborative efforts of our team and clients.
We’re grateful to Teleflex Interventional Urology and BD for their partnership in exploring innovative healthcare communication approaches.
