The Arthritis Foundation, Novartis & Men’s Health Network Tackle Gout Campaign
THE ASK
- The Arthritis Foundation wanted to create a campaign to increase awareness, education and patient engagement around gout — a growing health issue affecting 8 million Americans.
THE APPROACH
- Conduct extensive market research to get a deeper understanding of the target (American men aged 45-65 years).
- Create a multifaceted program including a campaign site, patient and healthcare professional blog, Facebook and Twitter presence and display advertising.
- Establish a creative theme that would resonate with our target audience. Football was the obvious choice!
THE RESULTS
- The program was a huge success. It has won numerous industry awards to date, including a prestigious Medical Marketing & Media award for Best Disease/Education Website. The client was so happy with the results it’s now used as an example of best practices in the client’s global media playbook.
