Title	TURKCELL HEALTHMETRE
Brand	TURKCELL
Product/Service	MOBILE APP
Category	A02. Creative Innovation (incl. business solutions in association with a brand or creative campaign)
Entrant Company	R/GA LONDON, UNITED KINGDOM
Advertising Agency	R/GA LONDON, UNITED KINGDOM

Name	Company	Position
James Temple	R/Ga London	Executive Creative Director
Ilia Uvarov	R/Ga London	Group Creative Director
Elliot Wright	R/Ga London	Design Director
Stuart Tayler	R/Ga London	Experience Design Director
Vincent Steurs	R/Ga London	Senior Experience Designer
Gonzalo Fiorina	R/Ga London	Experience Designer
Ignacio Fretes	R/Ga London	Senior Visual Designer
Parul Arora	R/Ga London	Visual Designer
Mitya Katkin	R/Ga London	Associate Experience Designer
Ilya Torgovnikov	R/Ga London	Associate Experience Designer
Ian Nutt	R/Ga London	Senior Producer
Leen Verburgh	R/Ga London	Producer

The Brief

Diabetes is a global epidemic. In Turkey it affects 1 in 7 adults and contributes to 1 in 3 deaths. More young people are receiving diagnoses every day. Many become depressed, and skip their treatment routine. Turkcell is the leading mobile operator and technology innovator in Turkey. It has 36 million subscribers and is well positioned to roll out such a solution to a mass audience in partnership with Turkey’s Ministry of Health. Turkcell wants to start a bigger social change by targeting the youth. And beyond that all people with smartphones who are active on social networks. The goals are to increase awareness of the condition amongst the general population as well as for actual patients improve treatment compliance, motivation and reduce long-term effects of diabetes.

The solution is comprised of a wireless blood meter that connects via Bluetooth to a smartphone and automatically logs readings to the app. The app maps the blood level readings to images from Instagram creating an immediate visual diary for the condition. It can also publish the images with overlayed blood measurements to social channels.

We’re measuring success across both of these markers - downloads and related business income, as well as the retention of the app, in terms of daily usage, frequency, community activity and customer feedback. We’re working hard to maintain our market maker position by creating awareness among key players: doctors, hospital chains, private health insurance companies, pharmaceutical companies and governmental bodies such as MoH and Social Security. And we’ll be focusing on two key elements - continually improving user experience and developing new measurement devices to expand the reach of our platform, evolving our initial focus on patients with diabetes and blood pressure, to encompass additional measurements of arrhythmia, COPD and pulse oximetry. With current demographic and epidemiological trends in healthcare, a sustainable system is going to depend upon mobile technologies to increase productivity and patient satisfaction. We believe that with best in class user experience, competitive pricing and strong emphasis on market creation, today’s innovative mobile health solutions will one day become as natural as a prescription. The solution has been tested in a year-and-a-half long trial with 200 patients at Istanbul University. Treatment compliance increased by 54%, blood sugar levels decreased by 27%, and complication forecasts decreased by 37%.