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CPC Healthcare continues to celebrate a year of award-winning work! We’re excited to have picked up 4 awards at the Ontario Pharmaceutical Marketing Association (OPMA) 2021 SKUY Awards.
We’re extremely proud to showcase some of this great work.
Covering the bases in advanced prostate cancer
Xtandi Baseball Campaign for Astellas Pharma Canada, Inc.
Category: Healthcare Provider: Professional Audience (Print)Astellas tasked CPC with the challenge of refreshing their brand creative for Xtandi (enzalutamide) in preparation for a new indication launch in non-metastatic castration-resistant prostate cancer. The brand was shifting to messaging that communicated power and efficacy in an increasingly competitive market. We needed creative that would be intuitive and memorable, positioning Xtandi as the right tool for the job.
The baseball concept was ultimately the winning creative coming out of market research based on its appeal and effectiveness in communication. The added bonus? Doctors intuitively understood the analogy that the ‘bases’ represented the different prostate cancer disease states for which Xtandi is indicated. The baseball creative was used to refresh all Xtandi promotional collateral to support the indication launch. The result was double digit growth that exceeded brand projections.
Branded DTC that works
Biktarvy ‘The Pill’ Campaign for Gilead Sciences
Category: Patient: Support/Educational Disease Materials (Digital)Gilead Sciences engaged CPC to help them bring awareness to Canadians about Biktarvy, a newer HIV treatment option in a highly competitive market. We executed a cheeky DTC campaign, affectionately known as ‘The Pill’, that was deployed both digitally and out of home with highly strategic targeting to reach people living with HIV. The campaign drove the target audience to biktarvy.ca and urged them to have an important conversation with their doctor. Conversion of people engaging with the site far exceeded expectations. Awareness levels soared as did the discussions held between patients and their physicians.
See the possibilities
‘See The Possibilities’ for the Canadian Ophthalmological Society
Categories: Patient: Non-Branded Disease Awareness (Digital); Patient: Non-Branded Disease Awareness (Print)The Canadian Ophthalmological Society’s (COS) existing public platform, ‘See the Possibilities’ needed to be evolved to elevate the profile and importance of ophthalmology to Canadians. CPC redesigned the overall branding with a more evocative look and feel that provided a superior user experience. Disease education information, videos, and interactive content were added to the site to invite deeper user engagement.
Coinciding with the website were public relations initiatives, the relaunch of ‘See the Possibilities’ social media channels, promotion, and a compelling contest, all supporting the overall objective to raise awareness of eye health among Canadians. Since launch, the site has hosted more than 48,000 page views. See it for yourself at www.seethepossibilities.ca.
About the SKUY Awards
The OPMA was founded in 1966 by Percy Skuy as a way to bring together pharmaceutical marketers to discuss best practices. Since 2016, the SKUY Awards have been held to celebrate industry collaboration and recognize excellence and innovation in pharmaceutical and healthcare marketing.Are you looking for an agency that cares more about your results than winning awards? CPC can help. Give us a call or drop us a line!