SYRACUSE, N.Y. – Pinckney Hugo Group, a full-service marketing communications firm, and Welch Allyn, a leading global manufacturer of medical diagnostic equipment, have been recognized for the Welch Allyn’s Spot™ Vision Screener marketing campaign.
The integrated campaign was named a finalist in the Trailblazer Awards by PM360 Magazine in the initiative category within the interactive marketing program sub-category. Finalists in the initiative category were selected for their ability to stand out in the complex, ever-changing healthcare environment. Entries were judged on their ability to overcome challenges; the skill, innovation, and quality of planning and execution; and the effectiveness of the work.
The campaign also previously won a Gold Aster Award by Marketing Healthcare Today in the total advertising campaigns category within the medical devices/equipment group. The Aster Awards recognize outstanding excellence in advertising, marketing and communications in the healthcare industry. Entries were judged on creativity, layout and design, typography, production, quality and overall effectiveness.
Welch Allyn partnered with Pinckney Hugo Group to create the engaging and educational integrated Spot Vision Screener (SVS) campaign and present the SVS as sight-saving for children and time-saving for school nurses. The SVS offers a quicker and more accurate vision test than standard vision charts, which can fail up to 21 percent of children who should be referred to a physician.
The marketing campaign featured a “classroom full of characters” theme portrayed with playful monsters to appeal to young audiences. Supporting creative materials included digital flash cards to educate on the product benefits and sticker packs to reward students, as well as digital advertising, direct mail and email marketing. The original three-month campaign, which targeted school nurses across six states, helped significantly increase Welch Allyn’s educational category for SVS in 2017 and as a result the campaign was expanded in 2018.
Click here to view a selection of SVS campaign creative.
About Aster Awards: The Aster Awards Program is an elite competition recognizing the nation’s most talented healthcare marketing professionals for outstanding excellence in advertising. Each year the Aster Awards has an annual contest allowing entries designed, printed and/or distributed the previous year to be scored, judged and recognized for excellence in healthcare marketing and advertising. The Aster Awards is hosted by Creative Images, Inc. and Marketing Healthcare Today. For more information, visit www.asterawards.com.
About Trailblazer Awards: Since 2009, the PM360 Trailblazer awards have recognized outstanding achievement and innovation in healthcare marketing. Each year, nominations are judged by the PM360 Editorial Advisory Board, a distinguished cross-section of industry experts. The Trailblazer Awards is hosted by PM360 magazine, the premier, must-read magazine for marketing decision makers in the pharmaceutical, biotech and medical device industries. For more information, visit www.pm360online.com.
