Healthcare Marketing Impact Awards - 2024

Campaign: Interactive Doctor Discussion Guide
Agency/Firm: Luckie & Company, Havas
Client: ViiV Healthcare (Dovato)

Despite many advancements made in HIV treatment, stigmas and implicit bias in healthcare continue to plague patients, preventing them from speaking up when changes in care are needed.

Such was the case when ViiV Healthcare noticed a decline in patient requests for Dovato, a 2-in-1 pill that could treat HIV with fewer medicines than the usual three or four pills, finding that patients were more likely to wait for doctors to initiate conversations about switching first even if they were interested.

To combat this, ViiV Healthcare with agencies Luckie & Company and Havas launched an “Interactive Doctor Discussion Guide,” a tool to motivate patients to take control of their HIV care and empower them to ask their doctor about Dovato. The guide offered an online experience in which patients could have a mock discussion with their doctor, featuring suggestions for the right questions to ask, how to voice their own thoughts and ways to steer a productive conversation about HIV treatment.

The tool was hosted on the Dovato brand website to simulate a real conversation between patients and doctors. Once on site, users started by selecting an ambassador who guided them through a series of relevant HIV treatment questions, explaining why each one was important. The guide also featured real patient testimonials, sharing different perspectives and HIV experiences that resonated with users. By the end, patients could download a personalized guide to help them feel more prepared for their doctor visits.

After the Dovato Doctor Discussion Guide launched in January, visits to the Dovato patient brand website jumped by 698% in February and continued to climb with an additional 98% increase in March, the organizations said.