Singulair AR

Goals of Product/Campaign

Built for tablet PC, the interactive detail allowed HCPs to choose a patient type and define the clinical concerns that were most relevant to them. 32 unique patient portraits enabled the user to select any of 4 ethnicities, 4 age groups as well as gender. An array of scientific and clinical data was presented in animated modules designed to foster conversation.

Description of the Product/Campaign 

The challenge allowed for only FlexPen users to submit photos. closerlook recommended broadening the reach of the contest by incorporating several phases of participation. While only FlexPen users could submit their photos, closerlook recommended engaging the general public to vote for the winners. A main contest website would be the home base for the contest. A series of strategically planned e-mails and banner ads would drive traffic to the website. Because anyone would be able to vote for the winning photos, we also recommended expanding the target audience beyond Novo Nordisk’s database by tapping into a database provided by a popular, diabetes-related website. Advertising the contest on additional websites would help further enhance participation and increase awareness.

What Made it Special

Before “personalization” was a buzzword, this detail facilitated conversations that were specific to an individual doctor’s patient cohort and clinical concerns. Selecting a patient created moments of delight, and the extensive use of animation throughout made the experience truly engaging. At the time, it was a groundbreaking tool