Teva Neuroscience and Harte-Hanks Win Award for Consumer Marketing Campaign
Monday, 05 June 2006
Harte-Hanks announced that the company and its pharmaceutical client, Teva Neuroscience, are Medical Marketing Association 2006 International Award of Excellence "IN AWE" Silver Award recipients in the "Direct Mail - Newsletter" category.
The IN AWE Awards honor marketing efforts in the pharmaceutical, device, and diagnostic industries that demonstrate effective strategy, innovative thinking, and stand-out results. Teva Neuroscience was honored for its patient- and caregiver-focused Life in BALANCE newsletter, which served to build awareness of the company’s role in the treatment of Parkinson’s disease and to gather data needed by the company to identify and engage with qualified individuals via their communication channel of preference.
Winners were announced at the Medical Marketing Association’s IN-AWE That Jazz awards presentation on Thursday, June 1, 2006, in Chicago, IL.
In its campaign for Teva Neuroscience, Harte-Hanks developed the quarterly Life In BALANCE newsletter to address the informational needs and interests of Parkinson’s disease patients and caregivers by delivering content to them in an opt-in environment. Tell-a-Friend reply cards prompted the audience to encourage others for whom the newsletter was relevant to request personal subscriptions.
"The proof of the effort’s success lies in the 9.2 percent response to the reply cards -- a significant achievement for referral marketing and a true indication of the newsletter's ability both to deliver value to its audience and to achieve results for Teva," said Frank Harvey, corporate officer and vice president, Harte-Hanks.
"In preparing to launch a Parkinson's disease treatment in a marketplace filled with new and well-established brands, success requires identifying and engaging the people that we are hoping to help, " said Paul Rittman, director of Parkinson’s product marketing, Teva Neuroscience. "In this case, Teva and Harte-Hanks overcame the dual challenges of locating people living with PD and their caregivers, and providing information that they were interested in and requested."