Pfizer Turkey - Marketing Campaign of the Year - Healthcare - Disease Education & Awareness

Company: Pfizer, İstanbul, Turkey
Entry Submitted By: SIM Creative&Digital
Company Description: Pfizer Inc. is an American multinational pharmaceutical and biotechnology corporation headquartered on 42nd Street in Manhattan, New York City. The name of the company commemorates its co-founder, Charles Pfizer (1824-1906). Pfizer develops and produces medicines and vaccines for immunology, oncology, cardiology, endocrinology, and neurology.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Healthcare - Disease Education & Awareness

Nomination Title: Bir Arada: A reference social media project for cancer patients and the relatives of the patients

Specify the date on which this campaign or program was launched: February 4th 2021. It has been launched on World Cancer Day.

There are approximately 581.636 cancer patients in Turkey and 233.834 newly diagnosed patients each year.1With the diagnosis of cancer, patients and their relatives are left alone with so many questions besides the feelings ofanxiety, fear and shock. Compared to these statistics, there are only about 800 medical oncologists in Turkey and due to their heavy workload oncologists have difficulty in allocating enough time to their patients. In addition, the fact that the first platform where patients seek answers to their questions is the internet and the information here is insufficient and unreliable, this has been the motivational starting point of this project.

With ‘’Bir Arada’’ Project, the first comprehensive social media project for cancer patients and their relatives; we aimed to support people about social life, daily life and psychology during this period with the answers of physicianswho are experts in their field, a unique effort has been put forward to cover all the questions that may be sparking in the minds of the patients.

Ref: 1. https://gco.iarc.fr/today/data/factsheets/populations/792-turkey-fact-sheets.pdf

In order to understand the journey of cancer patients, a qualitative market research was conducted with 16 different patients with different cancer types. The most searched keywords related to cancer in the last 12 months were detected on Google and Youtube. With the collaboration of patient associations such as Kanserle Dans and Europa Donna, a patient advisory board was organized with the participation of 4 cancer patients with different demographic characteristics and unmet needs were understood clearly. The concept and brand identity of the channel was created based on the insights gathered and in anticipation of the ‘’ideal’’ digital information source. Based on the insight that patients find the cancer disease complex and have difficulty understanding the terminology, short and simple videos with infographics were prepared. Based on the insight that patients feel alone in their cancer journey, ‘’Bir Arada’’(All Together) concept was picked. Based on the insight that patients want to hear about cancer from experts, we worked with more than 15 medical oncologists, pedagogues and psychologists working in different cities in Turkey. Media and advertising strategy designed to target directly cancer-related information seekers. In order to reach as many patients as possible Instagram and Spotify channels were made. Brochures were left in the oncology waiting lounges of various institutions allowing patients to access the channel. The 2021 and 2022 project plan has been already prepared and It has been organized to share at least one piece of content per week.

The media and advertising strategy of the project is designed to target cancer patients and their relatives through different social media platforms. In this context, in addition to the Youtube channel which is the main focus, Instagram and Spotify channels were created in order to reach as much patients and their relatives as possible. The project was launched on February 4th 2021, World Cancer Day and since then there are over 1M views on Youtube and we have reached over 350K single-users. Also on Instagram we have reached over 300K views. In addition to this data we had so many positive feedbacks from physicians and patient associations about the project as it fulfills a need has not been met before.

Case Study Video: https://vimeo.com/574814240/71162b4d4a

Youtube Channel: https://www.youtube.com/c/BirArada