Engaging Rare Disease Community
Lets TalkCapabilities:
Activation Strategy, Media
Audiences:
Patients, Care Partners
Problem
Fostering Engagement through a Virtual Support Community for Rare Disease Patients
Our client, a US-based biopharmaceutical company with a rare disease portfolio, understood that their brand’s success depended on support from the active community, which included patients and care partners. To foster conversations and provide support, they built an online portal. However, it was not attracting the traffic it deserved.
Approach
Gaming-Inspired Digital Campaign to Boost Engagement
To address these challenges, our team developed an innovative and segmented digital campaign to engage the community in an environment they genuinely enjoy: gaming portals.
Unbranded Social Campaign
Developed a plethora of video game-inspired, unbranded social media ads that integrated seamlessly into gaming realms and resonated with patients
Placement on Appropriate Platforms
Ads ran in-game or during streams in conjunction with Activision/Blizzard, King, Microsoft Game Studios, and Twitch (the world’s biggest live-streaming platform)
Data to Target Specific Patients
Utilized health claims data sets (via Veeva, Crossix, and Swoop platforms) to identify and activate specific patient cohorts currently using or not using the therapy
Additional Targeting to Refine Our Approach
Demographics, support groups, advocacy organizations, and media environments were used to ensure the right content reached the right audiences
Results
Elevating Engagement and Boosting Retention
The innovative campaign effectively increased patient and care partner loyalty, setting a new standard in the biotechnology sector.
65%
Increased Audience Reach
Accounted for 65% of new site traffic
2.65%
Precise Targeting Through a Compelling Approach
Achieved a 2.65% click-through rate
1.3MM
Successful Use of Social to Attract a Targeted Audience
Generated over 1.3 million impressions
+2.6%
Established New Engagement Standards
Surpassed industry benchmarks by +2.6% in incremental performance
This case study highlights the transformative impact of a strategic digital campaign in enhancing patient and caregiver engagement in the rare disease community. Our team offers guidance and support for professionals looking to apply these insights to boost engagement, drive retention, and achieve exceptional digital health outcomes. Fill out the contact form below to get in touch with our experts.
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