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TrendyMinds was named a winner in the Fierce Pharma Marketing Awards, a peer-reviewed awards program from the publisher of Fierce Pharma, produced by Questex. The competition highlights pharmaceutical companies and their agency partners who have produced thought-provoking, innovative, and compelling campaigns across a wide range of media over the past 12 months. TrendyMinds was selected as a winner in the category of Social Media for Consumer. 

While Fierce Pharma received an abundance of submissions, TrendyMinds was awarded for its industry-leading marketing campaign, ”Off to a Good Start.” On behalf of Eli Lilly and Company, TrendyMinds created “Off to a Good Start” centered around a series of unique animations to help people with type 2 diabetes better understand their disease state. Study after study indicates there is a dangerously high number of non-adherent patients in the United States.

TrendyMinds used this market insight to focus on one key area of influence: strengthening a person’s understanding of the diabetes disease state through a simplified and engaging medium, such as video animation. TrendyMinds aimed to provide all people affected by diabetes with the knowledge to feel empowered thus resulting in more meaningful dialogue with their healthcare providers at critical touchpoints in their personal journeys.

In addition, this content intended to tackle a common reason for lack of adherence: inattention. By developing and effectively sharing this content on a consistent basis, the mission was to stay top of mind with patients throughout their journey, as well as with their support networks of friends and family.

“We feel incredibly grateful to partner with Lilly on work that truly puts the patient in the driver’s seat. At TrendyMinds, we understand the importance of delivering the right information through the right medium at the right time to impact audiences now and throughout their healthcare journeys. While we are honored to be selected as a winner, we consider helping millions of people already a huge win,” said Trevor Yager, TrendyMinds President & CEO.

With diabetes affecting every population pocket, TrendyMinds believes in the importance of including a unique multi-cultural component, as animations were also specifically developed for the Spanish-speaking population. Beyond simply translating the English versions, TrendyMinds developed specific animations with a Spanish-first approach, tailoring the content to highlight cultural elements in message delivery. TrendyMinds’ people-first inclusivity approach resulted in Spanish-speaking audiences engaging with content twice as long in comparison to English-speaking audiences.

The awards program’s applications were reviewed by an exclusive panel of executives from major companies including Area 23, an FEC Health Network Company, CMI/Compas, Evoke KYNE, FCBCure, an FCB Health Network company, GCI Health, GSW, a Syneos Health Company, Havas Health & You, Klick Health, McCann Health, Ogilvy Health, Univision Communications, and W2O Group. All applications were evaluated based on the following criteria: creativity, strategy, audience impact, social good, true innovation, and effectiveness. A full list of judges can be found at https://www.fiercemarketingforum.com/judges.

This year’s winners were announced at Digital Pharma Innovation Week from October 26-30.

To see examples of “Off to a Good Start” creative, visit LillyDiabetes.com

To learn more about TrendyMinds, visit TrendyMinds.com.

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About TrendyMinds

Founded in 1995, TrendyMinds is an audience-focused marketing agency that helps organizations share their message with the people who matter most. As consultative partners, the Indianapolis-based firm provides creative solutions across film, marketing, and web. Learn more at TrendyMinds.com.

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