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Innovations earn closerlook a spot on PM360’s list of 2016’s “Greatest Creators”
PM360 - March 2016
closerlook, inc. has been named to PM360’s list of “Greatest Creators” for 2016 for our work with the Entyvio brand team for Takeda Pharmaceuticals U.S.A., Inc. The annual showcase highlights some of the best creative work from agencies serving the life science industry. closerlook is featured for our Entyvio Interactive Article Campaign and MOA Game.
This Entyvio digital campaign drives HCPs to view a series of three short, immersive interactive articles about the clinical aspects of Entyvio. Rich media banners, segmented SEM banners and a series of email campaigns reach HCPs through a variety of media, such as HCP-focused social platforms and CRM programs.
The articles use animated GIFs, videos, infographics and interactive charts to tell a detailed story in two- to three-minute experiences. The campaign relies on unifying digital elements and a trusted thought leader to tell the broader brand story through the three-article series. Tracking methods capture the messages the user is exposed to, as well as the depth to which he or she interacts with each message.
Entyvio Interactive Article
Meanwhile, the Entyvio MOA game uses basic game theory to make learning about the treatment’s mechanism of action fun and competitive. The gameplay relies on nostalgia for the classic skee ball arcade game to draw in HCP players at a crowded convention booth or during other live events. Questions educate players on the clinical aspects of the Entyvio MOA and a leaderboard builds a sense of competition and drives repeat plays. Branding elements and 3D renderings align the game with the treatment’s larger HCP-facing campaign. Correct and incorrect answers are recorded at the individual and aggregate level for continued refinement of the content and to inform future campaigns to these audiences.
Entyvio MOA game
Both projects created innovative customer-centric ways of experiencing a pharmaceutical brand message, and relied on close collaboration between all teams here at closerlook. Whether we were inventing new clinically relevant experiences, devising new ways to track and report on user engagement, or solving problems on the fly—our various skillsets worked in concert in the service of smarter marketing.
The drugs, Optistavin, Easovartis and Librylin, and names, results, case studies and specific information, referenced in this advertisement are fictional and were created solely for illustrating the digital marketing capabilities of closerlook, inc. Any resemblance to actual drugs, medications, treatments, persons, living or dead, or to actual events, is purely coincidental. closerlook, inc. does not assume and hereby disclaims any liability to any party for any loss, damage or disruption caused by such party’s reliance on the fictitious information contained in this illustration.