Name of company entering:
Rapp

Name of contact: 
Melanie Brewster

Email address of contact:

Phone number:
212-817-6976 

Alternate phone number:
212-817-6800

 

The live page is here.

GARDASIL is the only cervical cancer vaccine that helps protect against 4 types of human papillomavirus (HPV): 2 types that cause 70% of cervical cancer cases, and 2 more types that cause 90% of genital warts cases. The duration of protection of GARDASIL has not been established.
 

Rapp (formerly Rapp Collins Worldwide) is honored to submit GARDASIL’s Facebook page titled “Take a Step Against Cervical Cancer” for the Forrester Groundswell award. Rapp was challenged to help GARDASIL, a Pharmaceutical brand, enter and succeed in the digital social space, a relatively uncharted territory for this category.
 
“Take A Step Against Cervical Cancer” is a branded Facebook page that visitors can “join,” thus triggering news feeds and advocating our message. A destination where anyone can find out the facts about cervical cancer and how to prevent it, the page also allows visitors to feel inspired, educated, and empowered to act for themselves and to help others. A key feature is a virtual wall that visitors can “tag” with a logo and message. It allows each visitor to express their own uniqueness and intent.

The key reason for choosing Facebook over other social properties is simple: The index of the target is very high. Facebook’s user-base comprises a high concentration of young women—the group for which the vaccine is indicated. The environment is one where they are most comfortable and already actively engaged. Becoming a member of the “Take A Step Against Cervical Cancer” page drives major brand advocacy because the tone and feel encourages people to rally behind a cause. The viral nature of Facebook allows the brand to capitalize on “network effects,” driving communication further across the platform. Additionally, while evolving the page to work with the changing formats of the Facebook interface, we have not just retained, but have grown the page’s membership. New features and content is continually added to enhance the experience and add value for both new and old members.

• 53,163 fans on Facebook (and growing!)
• 1st ever Facebook Page in the Pharmaceutical industry
• Over 5,000 marks made on the wall by users

Please note, the healthcare industry as a whole is very protective of patient (potential, current, or past) information, as a result we are not permitted to show information or results not already in public view.