by Eva Augustyn
Ogilvy Healthworld has been awarded the distinguished ‘WPP Atticus Award’ in the ‘Corporate’ category for their thought-leadership publication ‘The Redport: The New Expert Patient Generation.’
The annual WPP Atticus Awards honour original thinking in communications services, and this win is the second for OHW’s series of business insight publications after collecting an award for ‘The Redport: Global Branding’ in 2005.
The 2008 Redport reviews and analyses the results of international research examining the health information-seeking behaviour of European and US consumers; a behaviour that is ‘undeniably changing’ according to Emma Sergeant, Group Managing Director. ‘New technologies, trends and priorities have created the emergence of the ‘expert patient’ and enable the consumer to take more personal control of their health. As a result, the patient-doctor relationship is changing too. It is imperative to anyone working in healthcare delivery and communications that they truly understand the evolving information demands of consumers and patients.’ The report also suggests strategies to help health and pharma brands respond to the changing customer environment and has received fantastic feedback from OHW clients and partners.
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