Engaging Rare Disease Community

Capabilities:
Activation Strategy, Media

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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