Healthcare Marketing Impact Awards
Silver award for Social Media campaign
Supplier/Vendor/Pharma, New York City , NY
Save Your Breath
AstraZeneca's Symbicort treats patients with chronic obstructive pulmonary disease and asthma. The pharmaceutical giant wanted to leverage social media to reach and support prospective patients. This was no simple task, as a patient's journey to a COPD diagnosis and treatment plan is complex and emotionally charged. COPD patients are not always accepting of their diagnosis. Additionally, online conversation analysis found that many of these patients, while seeking online solutions for their shortness of breath symptoms, were not yet ready to have a branded, medication-related conversation. "Save Your Breath" was created to provide a community for the millions of people who suffer from shortness of breath brought on by conditions such as asthma and/or COPD, which includes chronic bronchitis and emphysema.