| Title | SMARTREAD |
| Brand | BAYER OPHTHALMOLOGY |
| Product/Service | SMARTREAD MAGAZINE |
| Category |
E05. Pharma: Patient Engagement |
|
Entrant
|
LANGLAND Windsor, UNITED KINGDOM
|
|
Idea Creation
|
LANGLAND Windsor, UNITED KINGDOM
|
|
Production
|
LANGLAND Windsor, UNITED KINGDOM
|
Credits
| Andrew Spurgeon |
Langland |
Executive Creative Director |
| Andrew Morley |
Langland |
Creative Director |
| Guy Bricio |
Langland |
Senior Art Director |
| Michael Pogson |
Langland |
Associate Creative Director |
| Simone Hutsch |
Langland |
Designer |
| Claire Martin |
Langland |
Lead Producer |
| Jake Ellis |
Langland |
Lead Artworker |
| Ellie Wyithe |
Langland |
Account Manager |
| Whitney Morley |
Langland |
Business Unit Director |
| Chris Hoare |
Independent production partner |
Photographer |
| Dan Burn-Forti |
Independent production partner |
Photographer |
Describe any restrictions or regulations regarding Healthcare/RX/Pharma communications in your country/region including:
Advertising or promotion of prescription only medicines to the public is prohibited under the ABPI Code and the UK law.
For SmartRead, Bayer will have interacted with the Macular Society and RNIB patient groups. Relationships between pharma companies and patient groups are covered in Clause 23 of the ABPI (http://www.pmcpa.org.uk/thecode/interactivecode/Pages/clause23.aspx)
Describe the target audience and why your work is relevant to them.
Patients with macular degeneration spend long periods of time waiting in hospitals for worrying treatments like injections into the eye with nothing to distract them. SmartRead, is the first large format print magazine specifically designed to be easily read by this often isolated and neglected audience.