Seres Therapeutics and Nestle Health Science Marketing Teams Named PM360 Trailblazer 2023 Finalist for Marketing Team of the Year

PM360, a publication for marketing decision makers in the pharmaceutical, biotech, diagnostics, and medical device industries, has named Seres Therapeutics and Nestle Health Science Marketing Teams as one of five Trailblazer Marketing Team of the Year finalists.

Seres Therapeutics and Nestle Health Science, along with partner AbelsonTaylor, launched a striking HCP Disease State Education (DSE) campaign driving awareness of recurrent C. difficile (C. diff) infection, a debilitating, life-threatening and often recurring intestinal infection that is difficult for healthcare providers to treat and keep from coming back. The campaign drove awareness of the crucial role of the microbiome in C. diff’s cycle of recurrence.

The central idea of the campaign, called “C. diff Sequels,” compares the dread of recurrent C. diff with the seemingly never-ending sequels of bad horror movies, portrayed through a horror film poster. The campaign drew in large numbers of HCPs, who readily engaged with the campaign’s content through paid media efforts and an in-booth experience at the 2022 annual meetings of the American College of Gastroenterology and IDWeek. The campaign theme was amplified with a movie theater popcorn machine, campaign wrapped popcorn boxes, cinema-inspired MOA video, and selfie area in front of the Endless C. diff Sequels movie poster.

“The team knew that to break through in this market and drive engagement and awareness, they needed to go beyond the traditional corporate and scientific tone of most DSE campaigns. They pushed for something extraordinary and rallied behind the show-stopping ‘C. diff Sequels’ campaign,” said Laura Paul, VP, account director, at AbelsonTaylor.

Since 2009, the PM360 Trailblazer Awards have recognized outstanding achievement and innovation in healthcare marketing. Each year, nominations are judged by the PM360 Editorial Advisory Board, a distinguished cross-section of industry experts. The Marketing Team of the Year award honors a team that reaches across various functions to achieve exceptional results such as outstanding marketing practices, the adoption of new and innovative technologies/strategies, successfully positioning their brand/company, creating an outstanding customer experience, or positively impacting the culture of their organization.

“Our five marketing team finalists are truly changing the game and demonstrating how the industry can better meet the higher expectations consumers expect from today’s brands,” says Anna Stashower, CEO and Publisher of PM360. “One team brought together a rare disease community through several innovative engagements that were firsts for our industry. Another pushed the boundaries of traditional disease state education to find a better way to raise awareness around C. difficile infection. After a stalled launch during the pandemic, one team relaunched their brand with a new direction built around connecting patients both virtually and in-person with their peers. Yet another team relaunched two brands within their portfolio at the same time—overcoming new competitors to maintain market share for one while driving significant growth for the other. And finally, one team removed reps from selling half of its portfolio but still achieved year-over-year growth with some truly creative non-personal promotion.”

Seres Therapeutics and Nestle Health Science Marketing Teams

Pictured (left to right):

• Chris Saporito, Sr. Manager, National Thought Leader Liaison (Nestle Health Science)
• Ashley Gaida, Sr. Manager, Commercial Field Learning and Development (Nestle Health Science)
• Wendy Martin, Director, Market Insights (Nestle Health Science)
• Tricia Brown, Director of Marketing (Nestle Health Science)
• Ravi Patel, Associate Director of Marketing (Seres Therapeutics)
• Bob Griffing, Executive Director – Head of U.S. Marketing (Nestle Health Science)
• Amy Muse, VP Marketing (Seres Therapeutics)

Not pictured:

• Jim Dunn, VP Global Marketing and Commercial Operations (Nestle Health Science)
• Terri Young, Chief Commercial Officer (Seres Therapeutics)
• Lauren Schoenheit, Director of Patient Marketing (Nestle Health Science)

Finalists are acknowledged and winners will be announced during a gala celebration at Gotham Hall in New York City on Tuesday, October 3. For more information on the gala visit
https://cvent.me/okbY98.