Case study: Abbott - European Medical Journal

Case study: Abbott

Global healthcare leader Abbott chose EMJ to create content that would raise awareness of a number of diseases in gastroenterology.

The client

Abbott is an international healthcare company which focuses its research and expertise on nutrition, diagnostics, medical devices and established pharmaceuticals.

The organisation has over 130 years of medical innovation committed to building life-changing technologies that help people nourish their bodies at every stage of life to feel and move better whilst staying heart-healthy.

Abbott is focused on bringing pioneering information, medicines and breakthroughs to the medical field – and on 3rd-5th October 2021, the organisation participated in the virtually-held United European Gastroenterology (UEG) week, known as the best gastroenterology congress in the world.

What they asked EMJ to do

Abbott asked EMJ to help raise awareness around a number of diseases in gastroenterology, especially in emerging markets such as India, South America and Africa, and worked with EMJ to select relevant treatment-related data which was presented at UEG 2021.

What EMJ recommended

EMJ recommended the production of eight poster review booklets which covered content from external posters from UEG 2021.

The thought leadership pieces were published on the 3rd December 2021 on the EMJ website in the gastroenterology journal. Reviews included topics on eight different diseases which allowed in-depth analysis of each issue separately.

The full article can be accessed here.

Results of the campaign showed a noticeable interest in the articles with high traffic levels and session times.

Comment from the EMJ team

EMJ account manager Max Roy said: “Thought leadership articles are a brilliant way to establish expertise in a field and discuss in detail diseases which were covered by the posters during the United European Gastroenterology Week. The project was a great summary of the key topics at the event and we are very happy with the results.”

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