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Healthcare: Ethical

WINNER
Levitra Global PR Campaign
Bayer HealthCare
Euro RSCG Biss Lancaster

Rescuing a brand with falling sales figures and a failing image is difficult enough, but doubly so when it competes with Viagra. This was the problem facing Bayer HealthCare in 2005 when it bought back the rights to market erectile dysfunction (ED) treatment Levitra from GlaxoSmithKline.

Euro RSCG Biss Lancaster solved the problem by relaunching Levitra in Bayer's 54 global markets.
Market research identified the existence of the 'Vitalsexual', a man over 40 who thinks that sex, spontaneity and his partner's sexual satisfaction are important.

To drive brand awareness among consumers, the PR team recruited Jerry Hall as Bayer's ED ambassador. The result was Levitra shifting from a 'me too' product to become a consumer brand.

Sales for 2005 grew three times faster (21 per cent) than any other erectile dysfunction treatment in markets outside the US.

HIGHLY COMMENDED
Secrets of Modern Motherhood
Schering - Mirena
The Red Consultancy

The Red Consultancy tapped into the propensity for mums to share advice and tips to deliver information about long-term contraception options and raise awareness of Schering's intra-uterine system.

It formed a media partnership with She magazine to make a Modern Motherhood report, Secrets of Modern Motherhood booklets, roadshows and life-coaching classes. The campaign also got backing from health specialist Dr Annie Evans and the Family Planning Association.

HIGHLY COMMENDED
Primary Care Dermatology Society
Primary Care Dermatology Society
hsd communications

On behalf of the Primary Care Dermatology Society, hsd developed the first Dermatology & Skin Surgery Update Meeting to help GPs improve their knowledge and skills in minor surgery. This involved presentations, including a speech from Frank Cook MP about the future of minor surgery workshops.

One hundred delegates were trained to be mentors in their Primary Care Trusts, and 1,000 GPs were sent notes on the events. All attendees rated the event as 'good' to 'excellent'.

FINALISTS
Crestor Data Outreach: Asteroid - Turning back the clock on heart disease
AstraZeneca
Red Door Communications

The European Report - UK vs Europe: Losing the fight against Hepatitis C
Roche Products/ The Hepatitis C Trust
Shire Health London