Intention and Action.
It’s tough to grab the attention of anyone today, but especially busy healthcare professionals who have a lot on their plate. A deep dive into daily habits revealed we needed highly engaging content with powerful and emotive stories at the heart. In order to stick in their minds, the content also needed to provoke intrigue and show them something they hadn’t seen before. And with this insight, we created a series of short films that took our target audience Behind the Science in GSK’s R&D centres of excellence – we called them 60 seconds of Science…READ MORE
We provoked interest by sharing GSK’s Vaccines Behind the Science films with a teaser and followed up with a staggered release of another five films over a 10-week period. To ensure they reached the widest audience possible, we promoted through PR, digital and social amplification. Following launch, we’re continuing to engage key HCP stakeholders with an ongoing program of content including an expanded bank of videos with subtitles in five languages and a coordinated article series, focusing on the latest scientific innovation coming out of GSK Vaccines.