SHAPING A RECEPTIVE ENVIRONMENT IN RARE DISEASE
Imagine living with the unpredictability of a rare disease where episodes of severe pain can strike at any moment.
Imagine having limited medical options and feeling cut off from healthcare services.
With a new era of treatment on the horizon, our nudge communications needed to break down barriers and help shape a receptive environment.
CAMPAIGN IN MOTION:
With the reimbursement process underway, our messaging set out to achieve two goals.
Frame the high levels of unmet patient need
Highlight that a productive partnership between pharma, the NHS and NICE was bringing about positive change for this small, underserved community.
Working closely with expert patients and advocacy campaigners, our content voiced people’s lived experiences alongside an urgent call to unlock lost ground.
We set in motion news, digital and social nudge communications to get our message across.
19 million media impressions achieved across traditional broadcast and print media, online channels and in social media.
Message pull-through across all media channels successfully demonstrated the commitment to equitable healthcare.
JOINT WORKING was the dominant theme with much of the coverage quoting senior policy makers alongside patient advocacy.
OVERALL SHARE OF VOICE INCREASED BY AROUND 60%
over the course of 9 months.