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MSD HK wins big at the HKB Technology Excellence Awards 2022

Its recent innovations have been triggered by the need to address pandemic concerns.

Pharmaceutical company MSD HK bagged two major awards at the recently held Hong Kong Business Technology Excellence Awards 2022 for its omnichannel and data-driven approach to raising public awareness of HPV-related diseases, as well as its e-leaflet for Molnupiravir.

Whilst the COVID-19 pandemic has thrown up uncertainties worldwide, it has also brought new opportunities for engaging with customers. MSD emphasises the importance of fortifying your future on preventive care “protection” through an integrated stakeholder ecosystem supported by an omnichannel and data-driven approach in delivering relevant services/knowledge transfer to the public in driving engagement with healthcare professionals and the public.

With the inclusion of real-time data collection on behaviour changes to ensure everything is connected, leverage data analytics to assess, and measure campaign effectiveness. 

The digital platform monitors the reasons for HPV consultation hesitancy to understand the trigger point on the importance of protection, translating it into a health message through a comprehensive disease awareness campaign and filling the knowledge gap by driving traffic to healthcare professional medical consultation and driving forward its vision of a world free of HPV-related cancers and diseases.

The target audience, content-based message, channel mix, real-time behavioural monitoring on medical consultation, and healthcare professional educational support are the core to drive success in this undertaking. With such, MSD utilised social listening, market research, and focus groups for target audience and identification, followed by real-time digital platform behavioural performance, and tracking to fine-tune the disease awareness campaign mix.

Moreover, MSD learned the level of engagement and comment content from social media platforms to shift the channel mix and messages. It allows the public to connect to a communication network from an online digital platform to offline healthcare professionals. 

MSD’s effective campaign to drive behavioural change and encourage more people to seek medical consultation from healthcare professionals regarding HPV and related diseases has been recognised by the award-giving body, with the company winning the Connectivity - Pharmaceuticals category.

Meanwhile, the height of the pandemic and the consequent waves of cases suggest that adequately responding to COVID-19 must include several robust approaches, as vaccination alone is insufficient to curb the pandemic.

In understanding its implications, MSD made its best effort to accelerate access to Molnupiravir, its COVID-19 antiviral oral treatment. It has deployed a cutting-edge digital leaflet for the said treatment. 

The initiative has fast-tracked drug access in urgent situations and made the treatment available for HK to fight against the waves of COVID-19.

With the e-leaflet, the registration timeline for Molnupiravir was significantly shortened. Molnupiravir became the first available oral COVID-19 treatment in Hong Kong in February and is another reliable tool in the COVID-19 response, especially for at-risk groups who continue to bear the brunt of this pandemic.

The impact of the e-leaflet, which expedited the supply of Molnupiravir to combat the recent wave of the pandemic, has been recognised by the awards programme as MSD bags the Digital - Pharmaceuticals category.

The HKB Technology Excellence Awards honours outstanding companies that have made exceptional contributions to pursuing technological innovation in Hong Kong.

The Hong Kong Business Technology Excellence Awards is presented by Hong Kong Business. To view the full list of winners, click here. If you want to join the 2023 awards programme and be acclaimed for your company's outstanding contributions in pursuit of technological innovation, please contact Julie Anne Nuñez at [email protected].

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