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.
Winner of 2012 International Academy of Visual W3 Awards: Winner Silver Award – General Website, Health
Standard of Excellence: Health Care – 2012 web marketing association
Winner of 2012 Medical Marketing & Media Awards: Silver  – Best Disease/Education Website
Winner of 2012 Davey Awards: Silver –General Website, Health