Challenge: A Top 10 pharma rare disease brand wanted to create a CRM program to address the needs of the patient community in order to increase treatment adherence and avoid product switches.
Problem/background: Acromegaly is a rare disease, usually caused by a benign (non-cancerous) tumor, or growth, on the pituitary gland that causes your levels of GH to rise. High GH levels can lead to the production of too much IGF-I, which leads to signs and symptoms of acromegaly. The daily treatment is taken subcutaneously, must be refrigerated and mixed by the patient. It is not an easy process and many patients have difficulty staying on treatment.
SOLUTION: Create a CRM Program to address the needs and concerns of the patient community by telling the story of 3 patient ambassadors through video, motion graphics and content that is shared through social media, website and direct mail.
Patient engagement via social media: creation, management, video interviews, video production/editing, motion graphics, writing. I personally traveled to 7 states in 2 weeks to record the videos with patient ambassadors. Additionally, we attended Facebook training with this client at Facebook headquarters in NYC to learn best practices for Pharma on Facebook.
RESULTS: The recently launched CRM Program is anticipated to increase brand reach and provide patient education to bolster product adherence. Patient ambassadors continue to work wit the client to share their stories of living with acromegaly.