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closerlook recognized as a Digital Pioneer

Medical Advertising Hall of Fame - February 13, 2018

On Thursday evening, at the elegant Pierre Hotel in New York City, CEO David Ormesher accepted the Digital Pioneer Award on behalf of closerlook, inc. for its work on the 2009 “Where Have You Flexed?” campaign.
 
The Medical Advertising Hall of Fame was established in 1996 to recognize and honor excellence in medical advertising. Honorees into the hall of fame are individuals who have helped shape the industry through their creative and innovative accomplishments in every aspect of advertising.
 
“We are honored to receive this award as recognition of our early commitment to digital marketing and innovation,” noted David Ormesher, CEO of closerlook. “Digital has been central to our agency DNA for a long time.”
 
 The Digital Pioneer Award is an annual award for digital marketing campaigns launched prior to 2010 to honor innovators and experimenters that helped lay the groundwork for digital marketing today. closerlook conceived and created the campaign Where Have You Flexed? for Novo Nordisk, Inc. in 2009 to highlight the benefits of FlexPen®, Novo Nordisk’s portable insulin-pen product.
 
Where Have You Flexed? created an online photo contest for users of the FlexPen®. Patients were asked to submit photos of themselves using the product in unique and interesting places, and visitors to the site were then asked to vote on the submitted user photos to choose the contest winner.
 
“Long before photo sharing was a regular part of social media and “selfies” had entered the public lexicon, we were inviting patients to share self-photos and their experience managing diabetes,” observed Ormesher.
 
closerlook designed, wrote and developed the contest website and launched an email and media campaign drive traffic to the site. Print pieces for physician waiting rooms were also created to spread awareness of the contest and the website.
 
By encouraging participation from both users of the FlexPen® and the general public, closerlook succeeded in engaging a wider audience to promote the ease and flexibility of the Novo Nordisk pre-filled insulin pens, address a pre-existing stigma of using an insulin pen in public, and promote a sense of pride and fun about insulin injection devices.

“Marketing in the pharma industry has its unique challenges,” said President and Chief Operating Officer Jon Sawyer, “but we know our work can have a meaningful impact on patients’ lives, and it makes overcoming challenges along the way really rewarding.” The campaign resulted in more than 4 million brand impressions and over 1000 votes for the contest photos, which were repurposed for public relations efforts after the contest’s conclusion.

With the Where Have You Flexed? campaign, closerlook foreshadowed many of the social media and photo-sharing habits that are considered commonplace today. Long before Instagram and Snapchat, this campaign demonstrated the power and fun of online community and user-generated content.

closerlook was able to meet their client’s needs while helping to expand the imagination and excitement of digital communications. “We gave the client what they needed as always, but we were also ahead in the use of social media by encouraging people to share their stories and photos online.” said Sawyer, “It’s just another example of the innovation that we bring to every brand challenge we take on.”

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The drugs, Optistavin, Easovartis and Librylin, and names, results, case studies and specific information, referenced in this advertisement are fictional and were created solely for illustrating the digital marketing capabilities of closerlook, inc. Any resemblance to actual drugs, medications, treatments, persons, living or dead, or to actual events, is purely coincidental. closerlook, inc. does not assume and hereby disclaims any liability to any party for any loss, damage or disruption caused by such party’s reliance on the fictitious information contained in this illustration.

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