RECONNECTING ‘PASSIVE PATIENTS’ WITH THEIR DOCTOR
Our target audience often struggle with their condition but lack motivation to visit a doctor. Meanwhile, HCPs often under-estimate the impact their condition was having.
Many patients are ‘lost in a negative cycle’ of low awareness, inadequate self-management, and poor outcomes.
We needed to nudge them to reset their expectations and re-connect with their doctor.
CAMPAIGN IN MOTION:
Targeting HCPs, our news campaign deployed global market research data to highlight the psychological impact on people’s well-being that goes beyond symptoms.
Targeting ‘passive patients’, outreach from social media influencers gain-framed the benefits of talking to a doctor and helped build a community where people felt encouraged to share their stories.
Multiple content interactions spanned digital and social channels to drive visibility of the global advice hub in local languages.
850,000+ people visited the global campaign microsite to date
A sophisticated online HCP-patient discussion guide provided a personalised readout to help our audience have more constructive conversations.
12% of visitors reacted to the immersive Q&A and downloaded their personal guide
A global campaign now rolled out and activated in