The creative idea was to highlight the blend of human contact and technology provided by Chronic Care Connect that is made possible by tablet-based eHealth software, trained nurse support and 24-hour access to patient data by the treating physician. The creative concept shows a patient at home in his personal environment, looking relaxed and reassured as he works on his tablet.

The pictograms popping up from the tablet represent the three components of the program brought to the patient by Chronic Care Connect: daily telemonitoring, human accompaniment by a nurse center, and management of clinical alerts. This provides a quick overview of the technology without overwhelming the target audience or making it look complicated.

The claim “back at home, never alone” supports the overarching idea of close patient support after a hospitalization, in which healthcare support does not end but is instead extended all the way to the patient’s home.

The campaign was first implemented in France and was launched at the congress Journées Européennes de la Société Française de Cardiologie, held in Paris in January 2017.

Congress materials, E-mailings, press ads, social media activities, and printed material were used to raise awareness about the value of Chronic Care Connect.

Late March 2017 in France, face-to-face visits were planned to communicate the specific features and benefits of the program and to facilitate enrollment. Visits were supported by promotional e-detailing, and printed material physicians could refer to after the visit. A starter kit was rolled-out to facilitate patient enrollment.

Online activities were continued through social media, and a dedicated website and mobile application which were released early April 2017 to support the launch.

The campaign is planned to be implemented worldwide starting in June 2017 and additional material will be developed.

As the campaign was launched in early 2017, KPIs will be available soon. Nevertheless, the key elements of the campaign, including the brand identity, the message platform and the brand name and creative concept, were tested in market research in 4 countries (800 physicians included in Brazil, France, Germany and Italy) in late 2016. The approval rate of the campaign ranged from 70-80 % in those physicians, demonstrating that the program strongly resonates with physicians’ real needs.

Qualitative feedback from physicians at congresses and in face-to-face meetings indicate that the Chronic Care Connect program is very well received. First feedback from the sales force also indicate that there is positive impact of the campaign in changing physicians’ mindsets.