Singapore – BBDO Singapore and MOH Holdings have partnered with Livewire to launch a Fortnite Creative experience as part of the ‘The Power of Care’ integrated campaign.

In this industry-first partnership, the ‘Power of Care’ experience will have ‘healing’ as its ultimate power. The game will have players partner with each other as they traverse the customary map of Singapore, avoiding hazards and healing each other to complete the course.

The custom map used in the game is also one of the first maps to globally utilise the Unreal Engine for Fortnite to create precise 3D models and sculptures to recreate the iconic Marina Bay cityscape.

Some local, high-profile gaming influencers like Supercatkei have also jumped on board with the campaign, sharing their gameplay experiences and personal healthcare stories with their followers.

BBDO Singapore and MOH Holdings experience inside Fortnite Creative is part of their efforts to forward the ‘Power of Care’ campaign, which aims to cultivate a newfound appreciation for the healthcare profession as a career choice. The campaign spotlights everyday heroes such as nurses and allied health professionals working across acute and community care settings to transform and empower lives.

The Power of Care integrated campaign also includes brand film, outdoor, and digital with social and on-ground activations.

The film shows the transformative power of care in life’s most vulnerable moments. Meanwhile, the series of out-of-home (OOH) visuals pays tribute to healthcare professionals and their unwavering dedication and commitment to their profession.

The ‘Humans of Power’ series and the ‘The Care Identity’ digital activation, on the other hand, focus more on the raw human-centric stories of healthcare workers, highlighting both well-known and lesser-known roles within the sector.

Also part of the campaign, MOHH introduced an immersive roadshow activation, ‘The Care Adventure’, to bookend the campaign. The roadshow activation engages visitors, particularly students, with interactive games that also give them a look into the world of healthcare professionals.

Speaking on the campaign, Gareth Leeding, chief innovation officer at Livewire, said, “What’s incredibly exciting about this experience is that for the first time, we’re flipping the rules of Fortnite Creative on its head, proving that gaming can be for good. The recreation of Singapore is mind-blowing. It really does demonstrate the power of UEFN to immerse players in both story and experience.”

Tay Guan Hin, creative chairman at BBDO Singapore, also shared, “We’re thrilled to bring a fresh perspective through this campaign—one that honours our healthcare professionals and their spirit of care and collaboration. Through all this, we’re not just celebrating healthcare professionals; we’re inspiring a new generation to consider the profound impact they can have in this industry.”

The traditional method of pharma or healthcare marketing has typically been a face-to-face meeting with the HCP or medical professional where the medical representative (MR) visits and introduces a new brand or a product to the doctor. Utilising any alternate channel was not really thought of as this face-to-face method was delivering for the pharma companies. However, like all other industries, the pharma industry also has been impacted by the digital disruption and therefore has seen an increased adaption of use of different kinds of digital modes for their business, including for their marketing to the HCP. 

This has got further accelerated during the last couple of years, especially during the lockdown period. The pharma marketers are now trying the figure out the most optimum method of using digital means to connect and engage with HCPs across multiple channels.

Individual channels like digital or face-to-face marketing or other means are no longer thought of in isolation. What has caught the fancy of marketers in today’s world is the ability to do omnichannel marketing and this has also impacted pharma marketing. 

Omnichannel marketing is seen as a powerful approach to orchestrate and optimise various marketing efforts across different channels and across multiple stakeholders. As such, omnichannel is becoming the next big trend and a typical way forward to meet the integrated needs of pharma companies. What omnichannel marketing calls for is a shift to promotional and communication strategies that address the integrated needs of multiple stakeholders. This employs the simultaneous orchestration in channels across personal, nonpersonal and media and addresses the needs of various stakeholders, consumers, patients, healthcare professionals (HCPs), etc instead of the current fragmented and siloed approach. 

Omnichannel medical content does not exist in some parallel universe. Many industries have launched large-scale omnichannel content transformations years ago, and its consumers are still experiencing the benefits. All the marketing personnel within the pharma, healthcare, medical, and all patient-facing and medical-professional-facing marketing sectors have seen first-hand the effects of digital disruption on business as usual. It is not easy building long-term relationships with today’s patients; moreover, it is not just about building relationships, it is also about engagement and loyalty in a world where targeted audiences are fragmented. 

So how do we make every customer feel that they have a personalised experience? Just as mentioned above, the answer lies in the omnichannel content. Instead of just delivering content on different platforms, omnichannel requires an increased focus on optimising marketing communications for the entire patient journey, across all possible channels, in a cohesive manner.

When it comes to utilising digital for pharma marketing, it is not just about the brand using the marketing channels which are digital in nature, but to also empower the on-field sales representative with latest promotional materials and communications which come from a digital backend, and which are personalised for the healthcare professional that the sales representative is meeting. 

The key driver to omnichannel marketing arises from the benefits to be held in adopting either a patient-centred approach when it comes to direct communication to the patients or a health care professionals-centred approach. when it comes to prescription products which require HCP influence.

Currently, all the major pharma companies are creating content for each channel. They first build content for an eDetailer. And then for their website and then for emails. Then again for other channels such as self-detailing systems. While content from one channel can get repurposed for use in another, this process is not as easy as it should be. Adaptations are often needed, and multiple medico-legal reviews are required. The process is not very efficient and, consequently, is often cumbersome and slow. These issues have hampered many companies’ efforts to fully embrace omnichannel marketing.

A well-defined omnichannel content strategy is a win-win for patients, the HCPs and healthcare marketers and is the perfect prescription. Patients will be happier and have a better experience because they are receiving the benefits they need, and marketers are satisfied as they are able to attract and retain more patients along with the HCPs. 

Omnichannel content marketing is an opportunity and it is essentially about making the selected channels work together for maximum benefit. Most of the patients will prefer an integrated approach as healthcare marketing is all about the patients. Having omnichannel content strategy in your marketing arsenal will enhance your chances of success.

To sum it up, the use of omnichannel marketing is the perfect remedy for the pharma companies. Use of omnichannel content and marketing enables pharma companies to smartly engage with customers, patients, and doctors across the combination of multiple channels for optimum results. Omnichannel content will speed up the whole process and make life easier for all stakeholders.

This article is written by Sanjay Mehta, executive sponsor at Wunderman Thompson Health India.

Singapore – Creative agency Ogilvy Health together with Verticurl, a global marketing agency, Oracle, an American multinational computer technology corporation, and the Asia Pacific Medical Technology Association (APACMed) has released a new whitepaper, ‘Patient-Centric Marketing: Leveraging empathy and data to improve care’, to illustrate how the health industry and patients alike stand to benefit from digital healthcare.

Driven in part by the pandemic, many patients start their own care journeys online, generating a vast amount of personal data in the process. Because more and more patients begin their healthcare journeys online. Around 50% of patients will utilise digital health tools, and that percentage rises to 91% of patients who said they would use digital health services if the expenses were covered by a corporation or insurance provider. Using data to improve healthcare means that there is a lot of room for improvement in the field. Digital disruptors are already looking at these options in order to give better service, more personalised care, and better results.

The Ogilvy Heath paper identifies the three major action points for all healthcare brands to accelerate their move towards a patient-centric mindset, first is listening  to understand patient needs and define values. Next is sharing to improve access to valuable information. Regardless of age, over 80% of consumers investigate their diagnosis online, and Lastly, is to serve and create the tools, or partner with toolmakers to deliver improved care outcomes. A combination of empathy and data-driven analysis can help you find new ways to improve the care experience for patients, and this can lead to better outcomes. New services that improve patient outcomes will then be offered.

The whitepaper also noted that healthcare brands must reposition themselves as direct-to-patient marketers enabled and guided by personalization. Personalisation is enabling and guiding healthcare firms to recast themselves as direct-to-patient marketers. Engaging with patients online can lead to a greater understanding of their requirements by collecting data in a transparent, trusting, and mutually beneficial connection. 

In addition, the whitepaper said that by sharing valuable information and assisting people in receiving better care, brands with health expertise may develop meaningful relationships with patients. Health marketing does not have to be one-sided; it may now include the strategies and needs of numerous stakeholders at the same time.

Pierre Robinet, president for Asia at Ogilvy Health, said that marketing has a huge role to play in delivering truly patient-centric outcomes.

“And it starts by redefining the engagement strategy with all stakeholders contributing to the care journey, starting with the patient and looking beyond the healthcare professional, Robinet said. 

Waheed Bidiwale, chief strategy officer at Verticurl, shared, “It is more possible than you think to be patient-centric, you can operationalize that empathy, and bring it to life with technology,” 

If done correctly, patient-centric marketing programmes can increase access to care for patients, address the right physicians at the right time with information and solutions that make a real difference to the patient, while empowering sales forces with relevant patient insights.

India – India’s healthcare retail chain Zeno Health has awarded its mainline and digital creative duties to Dentsu Impact India, the creative agency from the India division of dentsu international. Dentsu Impact won the account following a multi-agency pitch that involved several other leading agencies. 

Zeno Health, which was formerly Generico is one of the fastest-growing pharmacy chain brands in India that focuses on generic medicines and is available across more than 80 stores in Mumbai alone. With this win, Dentsu Impact aims to build a strong foothold for Zeno Health in the progressively growing retail and online pharmacy space across the country. The agency will kickstart the association with the launch of a massive campaign for Zeno Health in Mumbai. 

Both Dentsu Impact’s president Amit Wadhwa and Managing Partner and National Creative Director, Anupama Ramaswamy, expressed excitement for the partnership. 

“The rise of online pharmacies in the healthcare segment has been phenomenal. We are excited to partner with Zeno Health, an omnichannel player in this segment whose focus is to build a holistic healthcare environment that is accessible and affordable to all. We are looking forward to creating some great work, together,” said Wadhwa

Meanwhile, Zeno Health’s Founder Siddharth Gadia, commented, “We are beginning the brand creation journey for Zeno Health and we cannot imagine a better partner than Dentsu Impact to unveil this journey to the world. We look forward to creating an impeccable consumer healthcare brand, together.”