Problem
Building Awareness and Engagement in a Rare Oncology Community
Our client was launching its first therapy, a rare oncology treatment, into a highly specialized market. Success depended on earning the trust of a small but highly informed community comprising patients and care partners.
Approach
An Authentic Multi-Channel Strategy
Rather than relying on traditional awareness tactics, we designed an approach that meets patients and care partners where they already spend time, speak openly, and seek support.
Education Designed to Build Trust, Not Promote
Developed unbranded, disease-focused content that explained the condition clearly, helping inform and support patients and care partners.
Presence in High-Participation Digital Environments
Placed relevant, interactive content across digital and social platforms where rare disease communities already gather.
Audience Targeting Informed by Real-World Data
Used health data and behavioral signals to distinguish between different patient and care partner segments to reflect where individuals were in their journey.
Ongoing Optimization Based on Audience Response
Monitored performance in real time and adjusted placements and messaging based on how audiences responded, keeping the campaign efficient throughout.
Results
Driving Growth Within an Oncology Rare Disease Community
The campaign delivered clear, quantifiable outcomes within a highly specialized oncology audience, improving visibility and setting a higher bar for patient and care partner performance.
65%
All New Visits Came from Campaign Activity
The initiative became the primary pathway through which patients and care partners discovered education and support resources.
1.3+M
Impressions Delivered to a Focused Audience
The campaign achieved meaningful scale while maintaining precision within a small, hard-to-reach oncology community.
2.65%
Click-Through Rate Signals High Intent
Audience behavior showed strong interest in learning more, indicating active consideration rather than passive exposure.
+2.6%
Lift Above Industry Benchmarks
Overall performance exceeded typical oncology and rare disease benchmarks, confirming the effectiveness of the targeting and messaging approach.
This case study shows how a focused strategy aligned with a rare oncology community increased awareness, participation, and sustained interaction among patients and care partners. By combining education, targeted activation, and ongoing optimization, the approach demonstrated what impactful patient-centric work could look like in complex disease areas. For teams looking to apply similar strategies in rare disease and oncology settings, our experts can help translate insights into action. Fill out the contact form below to get in touch.
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