The Web Marketing Association is proud to present this 2022 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
Best Pharmaceuticals Mobile Application
(upon entry, please select slide 001 to access the IVA creative)
When Acthar Gel—a storied product with 6 actively marketed therapeutic areas and 19 approved indications—made a bold strategic move to consolidate all of its marketing efforts under one unified brand, we created the One Acthar Gel Interactive Visual Aid (IVA), the sales centerpiece of the new Acthar Gel brand. The One Acthar Gel IVA replaced 4 individual IVAs, 3 CVAs and dozens of printed pieces.
Acthar Gel’s imperative was to create efficiencies and focus presentations for sales reps who faced great challenges in the COVID-19 pandemic environment, with many HCPs who treat immunocompromised patients. Further, these sales reps—many of whom were familiar with only one indication—were now required to quickly detail on multiple indications and needed a tool to efficiently and confidently present material in a virtual world.
These challenges were met by the design and strategic underpinnings of the One Acthar Gel IVA. With a user interface design allowing traditional navigation by indication—or navigation by “Patient Type”—we solved a strategically crucial problem. Now HCPs are asked to see Acthar Gel patients not as having a specific condition, but rather as patients who represent a collective patient type, with each patient type supported by multiple cross-indication data sets.
Indeed, built to illustrate what Acthar Gel offers appropriate patients who have challenging autoimmune and idiopathic conditions, the One Acthar Gel IVA is a comprehensive, all-in-one ecosystem where all Acthar Gel data are just one click away, giving sales reps and their customers the information they need to serve patients.
Contributors:
| Client: | Mallinckrodt Pharmaceuticals |
| Agency: | Science & Purpose |
| Associate Director, Immunology Marketing: | Larry McNally |
| SVP, Group Account Director: | Rob Wielgosh |
| VP, Group Account Supervisor: | Aileen Le |
| Account Executive: | Jared Shapiro |
| Chief Creative Officer: | Dina Peck |
| VP, Associate Creative Director: | Brad Bailey |
| Art Supervisor: | Alice Tang |
| VP, UX Lead: | Lauren Wallimann |
PATIENTS & PURPOSE
Location: United States