Case Studies
Two healthcare communication projects, presented clearly in one place.
Antimicrobial Resistance
01 · Context
Healthcare professionals understood AMR, but awareness was not consistently changing prescribing habits.
02 · Approach
An audience-led campaign translated clinical evidence into practical guidance across short-form content and digital toolkits.
03 · Measurement
Success was mapped to HCP reach, toolkit engagement, content completion and prescribing-intent signals.
04 · Outcome
A focused multi-channel roadmap made responsible antibiotic guidance easier to understand and act on.
ABPI × Novo Nordisk
01 · Context
A regulated healthcare brief required a clear way to connect evidence, audience needs and campaign objectives.
02 · Approach
The strategy combined stakeholder insight, compliant messaging and a channel plan built around real audience behaviour.
03 · Measurement
The framework tracked reach, engagement, content interaction and the quality of stakeholder response.
04 · Outcome
The final plan connected business goals, audience needs and measurable actions in one concise campaign structure.
My Thoughts
I came across AUTH/3717/12/22 – Complainant v Novo Nordisk, and it genuinely caught my attention.
For anyone working in pharmaceutical marketing, medical affairs, or communications, I think this case is a real masterclass in understanding the rulebook. How they tried their best to market which violates the core ABPI rules?
They particularly collaborated with an Israeli magazine to target UK patients because back in time countries like USA, Israel, and New Zealand gave some ease for big pharma to market their drugs. Although they tried very well, they ended up being reported. Not sure if Novo Nordisk did this on purpose or it was a huge mistake that cost them reputational damage, although reading some other reports and cases I found out that Nordisk had many other such non-ethical practices in the past so they have a habit of these things.
Compliance is not a barrier to innovation — it is the foundation of responsible healthcare communication.