Blogs

M3 wins Gold at PM Society Digital Awards with Theramex

September 2024

---

M3 EU is delighted to announce that it was awarded Gold for Brand Promotion at the PM Society Digital Awards earlier this month, for its recent campaign with Theramex.

The award-winning campaign, crafted by M3 alongside Theramex, was a longitudinal multi‑brand omnichannel programme, centred around a core repository of information and resources for GPs. The objectives of the campaign were centred on increasing brand and corporate awareness, raising awareness of launch brands and delivering and driving traffic to webinars. M3's campaign strategy emphasised simple, interactive, education and relevant content, distributed to as broad of an audience as possible.

M3 conducted extensive market research to inform its approach; it used the quantitative and qualitative data collected, combined with industry news and collaborations with HCP and patient societies, to produce campaign materials. By aligning objectives with market demands and leveraging insights, the omnichannel programme maintained GP engagement over three years, upskilled GPs in diagnosis and management and ultimately improved the patient experience.

The campaign was developed through a series of collaborative workshops, involving cross-functional teams from marketing, market research and medical. The campaign evolved to include two additional launch brands, supporting elements to wider Theramex initiatives, and webinars, as well as campaign materials like quizzes, videos, interactive maps, and downloadables available in various languages.

Audiences were carefully segmented by role, and engagement history was analysed thanks to M3's extensive market research capabilities. A raft of campaign messages were delivered through M3's own network of over 6 million doctors, including Doctors.net.uk and Data4NHS.

The campaign was designed for long-term use; content was regularly updated and strategies were adapted based on market research insights, performance analytics and shifting brand priorities, ensuring relevance and effectiveness over time.

The campaign engaged 11,991 GPs and generated over 60,170 campaign visits, with 55% of the audience viewing the content more than twice. Over 2 million display impressions were delivered, and doctors spent an average of over 7 minutes digesting content. Market research indicated the impact of the campaign, finding that among those surveyed, spontaneous brand awareness increased 5-fold and intention to prescribe increased by 60%.

Additionally, campaign performance was sustained over time: 13,250 cumulative campaign visits were generated by the end of 2021 (average time spent: 3 minutes 33 seconds), increasing to 35,451 campaign visits (average time spent: 6:08) by the end of 2022, and 57,741 visits (average time spent: 7:36) by the end of by the end of 2023.

M3's success at the PM Society Digital Awards follows the launch of M3 Production earlier this year, which provided M3 with new capabilities to push the limits of its creativity and the interactivity of its campaigns. M3 Production is a specialist pharmaceutical production service designed to streamline marketing efforts, optimise resources and enhance the overall impact of pharmaceutical marketing campaigns.

M3 Production addresses the ineffectualness and limitations of juggling multiple vendors for marketing execution by providing a singular, integrated partner that understands the unique needs of individual pharmaceutical companies. In doing so, M3 EU delivers streamlined operations, cohesive strategies and a unified brand voice across all channels.

"Winning Gold at the PM Society Digital Awards is a testament not only to the dedication of the team, but to the quality of service that M3 is able to provide. With our new capabilities, we're able to craft campaigns that are even more exceptional than before, with demonstrable results and impact."
- Tim Russell, Executive Vice President of M3

---

Return to Blogs homepage