Campaign Objective: Encourage earlier treatment intensification for type 2 diabetes by motivating primary care physicians (PCPs) to act sooner, through a globally adaptable and easy-to-implement communication strategy..

 

Insight: Many PCPs delay intensifying treatment for type 2 diabetes, often defaulting to familiar routines. This hesitation—rooted in caution—can inadvertently increase patient risk.

 

Strategy: Empower and inspire PCPs to shift their mindset by positioning them as proactive heroes in their patients' diabetes journeys. Create a sense of urgency around early intervention, while offering clear, accessible guidance that builds confidence and supports real change.

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Creative Concept: We developed Shift — a global omnichannel campaign designed to transform the management of type 2 diabetes. The campaign reframed early action as both urgent and empowering. It included a central website, social media content, banners, newsletters, and other tools to engage PCPs and equip them to take confident, earlier steps in patient care.

 

Results: The Campaign delivered a 3x increase in e-consent across markets, with users spending 4.5 minutes on-site, exceeding industry averages. Within four months, all top-priority markets localised the campaign, proving that strong global-to-local collaboration drives success.