CASE STUDIES

Disease awareness

Creating a pre-launch campaign for treating Crohn's disease

The re-write stories campaign aimed to change the conversation around treatment of severe Crohn's disease. This meant developing an engaging disease awareness campaign to communicate the unmet needs of patients.

The product was launching in a crowded market with many other treatment options available. As a result, the pre-launch campaign needed to have a clear strategy and positioning to be successful across all EMEA regions.

Approach

To ensure the campaign stood out in the market we developed an engaging creative campaign, which challenged patients to re-write their Crohn's story. The work included: 

  • Segmentation workshops, helping us to identify competitive patient profiles and create targeted messages
  • Engaging pre-launch animated and print adverts, as well as a leave piece and microsite
  • A stakeholder mapping poster and presentation to inform and improve understanding of the key stakeholders in the treatment pathway.

Impact

There was a positive uptake of pre-launch materials from local markets across the EMEA region. The campaign was also shortlisted for a PM Society Award in the hotly contested Advertising and Campaign category.

More than 80% of healthcare professionals rated the campaign as "patient focused, clear and straightforward."

The work is an example of what I would consider an outstanding creative campaign. It got good feedback from physicians who said the campaign was patient focused, clear and straightforward. The core message spoke to a clear unmet need, and this is something that we find resonates strongly with physicians in immunology.

MARKETING LEAD FOR IMMUNOLOGY