Sponsored by ReachMD
Gold
Genentech and 21Grams
Not So Bloody Mary
Hemophilia A may be rare, but the team of Genentech and 21Grams unlocked a critical secret that made finding patients easier: Young men in its target audience had an intense connection with the horror genre.
Using a proprietary insight-gathering tool, the team dug deep into what this young, male audience enjoys. It learned this group is 3.6 times more likely to have an affinity not just for horror films but also podcasts and other ghoulish online content. What doesn’t interest this young male demographic? Online health information.
Based on these findings and social media habits, the marketers devised a campaign that is more entertaining content and less health advertising. The videos — nine short social videos, all shot with a $265,000 budget — felt native to preferred social media channels. And they were funny, turning the iconic Bloody Mary character into Not So Bloody Mary, a Midwestern mom-type happy to talk about Hemlibra’s effectiveness in reducing bleeds.
Launched on Halloween, the campaign invited people to summon the quirky character by saying her name three times into a social media mirror filter. She cheerfully showed viewers in the hemophilia community that life with a bleeding disorder doesn’t have to be so bloody scary. And she did so in a way they loved, by leaning into a familiar trope from classic horror films, from Child’s Play to The Texas Chainsaw Massacre.
Compared to benchmarks, these videos notched a 330% higher click-through rate. Even better? Two-thirds watched the videos all the way through. Within a few months, the number of patients on Hemlibra increased by 13%.
Silver
Global Lyme Alliance and Eversana Intouch
Defusing the Ticking Lyme Bomb
As Lyme disease spreads into urban areas, Black people face two disadvantages. First, they are less likely to be familiar with the illness or to spot ticks. Second, the disease’s telltale bull’s-eye rash is difficult to diagnose on darker skin. This smartphone tool, aimed at both patients and providers, uses “ticknology” that includes an intuitive symptom quiz and has 79.6% accuracy in detecting rashes from smartphone pictures.
