Private View: Meeting the chronic-disease challenge

Share this article:
Private View: Meeting the chronic-disease challenge
Private View: Meeting the chronic-disease challenge

Freed of product claims and their regulatory encum­brances, well-conceived disease awareness communi­cations can be a powerful vehicle in establishing an urgent, emotional connection with an audience.

Having worked in a variety of therapeutic categories over the years, I've gained some valuable perspectives that can only come from hearing the stories of patients and caregivers who live with chronic, challenging diseases. Sharing their first-hand experiences can often help us understand and give expression to the unique and personal struggles that are inherent in diseases such as Parkinson's or Epilepsy.

It's not-at-all uncommon for an almost offhand statement during a patient interview to become the inspirational spark for some pretty great work. I'd wager that might well be the case in at least some of the examples that I've included here.

No matter what the source of inspiration, all of these examples use a mixture of analogy, metaphor, or simply beautiful execution to effectively convey what it feels like to have the associated disease. And to me, that's the most compelling disease awareness there is.


John Diaz is Vice President/Creative Director at Topin & Associates

Share this article:
You must be a registered member of MMM to post a comment.

Email Newsletters

MM&M EBOOK: PATIENT ACCESS

Patient access to pharmaceuticals is a tale of two worlds—affordability has improved for the majority, while the minority is hampered by cost, distribution and red tape. To provide marketers with a well-rounded perspective, MM&M presents this e-book chock full of key insights. Click here to access it.

More in Features

Headliner: Ipsen head leads continental charge

Headliner: Ipsen head leads continental charge

"When I look at the business, I actually see patients in my mind. I don't see numbers."

Read the complete October 2014 Digital Edition

Read the complete October 2014 Digital Edition

Click the above link to access the complete Digital Edition of the October 2014 issue of MM&M, with all text, charts and pictures.

Predicting your pink slip

Predicting your pink slip

Any time a firm needs to save money, high-salaried executives are targets