The target group was neurologist and nurses working with Sclerosis patients in Denmark.

Highly regulated market supervised by several national authorities, making sure all professional communication is compliant with legislation. The bodies regulate pharma companies' cooperation with and information to healthcare professionals, policy makers, patients and hospitals. All online professional communication has to be hidden from the public and can only be accessed by HCPs via a personal and unique password. No branded DTC communication is allowed.

Biogen develops pharmaceuticals for patients with Multiple Sclerosis, and they need to be in close contact with neurologists and nurses. That’s why they’ve created a digital portal to facilitate communication and knowledge sharing. But no one was using it.

Neurologists and nurses are notoriously busy and conservative. We needed to create attention and make them go online and sign up. So we use’d an oldschool platform to welcome them to the future.

We wrote hundreds of personal, handwritten letters for the doctors and nurses working in the field of MS. And it worked: With a response rate on 32 %, one third of the target group signed up.

We needed to create attention and get the busy and conservative doctors and nurses working in the field of MS change there habbits – and go online and sign up.

We picked up pen and paper and started writing.

Actually, we wrote 176 of personal, handwritten letters for all the doctors and nurses working in the field of MS.

The target group was divided in several segments, so we were able to tailore the messages for each individual recipients.

A classic letter written by hand, welcoming them to the next generation of communication is a perfectly way to create attention in an understated way. Showing respect of each member of the target group – and still pointing into the modern world.

We wrote hundreds of personal, handwritten letters for the doctors and nurses working in the field of MS. And it worked: With a response rate on 32 %, one third of the target group signed up.

We have a very conservative and busy target audience.

We thought using oldschool media to invite them to the future, was a good way to create attention.

From analog to online – a understated message with a sense of humour.

A classic letter written by hand – personally tailored for the individual recipients – was a perfect way of welcoming them to the next generation of communication.

Neurologists and nurses are notoriously busy people…and notoriously conservative. It’s difficult to get their attention – let alone change their old, ingrained habits. Some of them still swear by fax machines…. We needed a campaign that could get there attention – and then convince them to go online, sign up and embrace the new world of digital communication.