| Title | OLOTILA |
| Brand | TAKEDA |
| Product/Service | MOBILE APPLICATION FOR IBD PATIENTS |
| Category |
G01. Patient Assisted Living |
|
Entrant Company
|
OS/G MARCOM Turku, FINLAND
|
|
Advertising Agency
|
OS/G MARCOM Turku, FINLAND
|
|
Production Company
|
CONMIO OY Helsinki, FINLAND
|
Credits
| Tero Lumiainen |
OS/G Marketing Communications Oy |
Senior Art Director |
| Aino Ylinen |
OS/G Marketing Communications Oy |
Copywriter |
| Jaana Kallio |
OS/G Marketing Communications Oy |
Account Manager |
| Matti Rautiainen |
OS/G Marketing Communications Oy |
Account Director |
| Risto Hed |
OS/G MarCom |
Digital Media Designer |
| Susanna Onnela |
Takeda Oy |
Commercial Manager |
| Lauri Muhonen |
Takeda Oy |
E-marketing Manager |
| Tatu Dufva |
Conmio Oy |
Director of Product |
The Brief
The main goal was to improve the patients’ treatment compliance and also to ease the doctors’ work. We also wanted our client Takeda to be on the doctors' top of mind. The goal was to enhance Takeda's reputation as a true forerunner that cares about the patients.
IBD is usually diagnosed in younger people and it is – because of its symptoms – a really personal disease. Smart phones becoming more and more popular, a mobile application – something really personal as well – was a natural choice for this target group. There are about 2000 patients in the target group.
Creative Execution
We first introduced this idea for Takeda a year ago. Development was started right away. Patients, gastroenterologists and people from the patient association all participated in the development process, so that the tool would really be helpful to all the parties involved. We started testing in February 2015 and the application was in application stores in August–September 2015.
This application is the first and only Finnish IBD application and it’s completely free for the users. Its strengths are that it is really easy and simple to use and that it serves multiple user groups: patients, doctors and other healthcare professionals. Thanks to this application our client Takeda’s reputation as a forerunner will enhance and we will reach the doctors’ top-of-mind.
Since the application is new (published in the end of August), we haven’t got our final results yet. However, the application has received really good feedback. Since the end of the August it has been downloaded 260 times, which is a really good result considering the target group’s size and the fact, that we haven’t started all our marketing actions yet.
Smart phones are becoming more popular and they are used daily. On good days the target group might move a lot. On bad days they might not get out of the bed because of the pain. It’s good to have the tool in their pocket and within reach all the time.
User interface is super simple and fast: based on the first reply of the user the application asks 0–5 questions. The application draws out a report presenting the patient’s condition during the last three months. Patients can send the report to themselves by e-mail and print it out for their next doctor’s appointment.