Innovators 2016: Strategies

PM360’s Innovations Issue, established five years ago, serves as a comprehensive guide to our readers, providing a glimpse at the year’s most cutting-edge: Companies, Divisions, Startups, Products, Services, and Strategies.

Here are our picks for the most innovative strategies of 2016, which include never-before-tried approaches that are changing how the industry operates.



Through Thick and Thin Tumblr

AbbVie/Digitas Health LifeBrands

Natalie Cuttic, Group Account Supervisor, Digitas Health LifeBrands

The average life span of a person living with cystic fibrosis (CF) is approximately 37 years. Teens with CF face unique challenges as they transition to take on more responsibility in their treatment management. The challenge: Develop a CRM stream that helps a notoriously hard-to-reach group of teen patients remember to take their enzymes during their most crucial years of life.

The answer: Digitas Health LifeBrands (DHLB) created the Through Thick and Thin Tumblr blog in 2016 with AbbVie, Inc. Through Thick and Thin strives to articulate the teen perspective across a range of health topics in which teens with CF actively share and consume information with their peers and catalog their personal experiences with the condition.

Content includes topics helpful to teens living with CF, including medication management and adherence, symptom identification, working with their care team, nutrition, motivation, and inspiration. For a group who cannot be together physically due to health risks, Through Thick and Thin not only gives teens with CF the support they need, but also connects them to a community that “gets” them. Teenagers with CF who engage in their health are more likely to live longer lives.

Teens are engaging with Through Thick and Thin content in record numbers: The blog has more than 5,000 followers, many of whom are “CFers” expressing their appreciation for the blog. Tumblr’s health and wellness benchmark for content reblog rate is 6% to 9%—Through Thick and Thin is at 38%. More than one-third of the content on Through Thick and Thin is being shared, and much of this success is happening organically, because CFers are repeatedly engaging with the blog’s content and message.

This article originally appeared on PM360