Power to the patients
Every waiting room is different. In one corner, a patient scrolls through online forums to self-diagnose. Another is just aware that something doesn't feel "quite right." Patients bring different levels of healthcare literacy and understanding to their doctor’s appointments, and healthcare systems, providers, and drug makers have an obligation to support all of them. Factors such as social determinants of health also contribute to personal health decisions. How to reach every distinct person is the ultimate question.
We find the answers. Our client, a major pharmaceutical company, wanted to help newly diagnosed patients with type 2 diabetes understand the importance of beginning and sticking to a treatment plan. They had seen that low adherence to treatment was leading to poorer patient outcomes.
Our process
Understanding the audience
The next step was to dive deep into demographic research focused on patients newly diagnosed with type 2 diabetes. It became evident that the Hispanic community, in particular, needed additional support to navigate diabetes treatment. We knew that culturally sensitive materials, delivered in both English and Spanish, would be crucial for campaign success.
Our work
Bilingual and relatable educational content
¿Cómo te sientes hoy? How are you feeling today?
To engage patients in an approachable way, we developed a series of animated educational videos featuring unique characters speaking both English and Spanish. We purposefully planned content to be as relatable, culturally relevant, and easy to understand as possible, making it accessible to audiences with varying levels of health literacy.
We brought type 2 diabetes to the forefront, especially on social media where we promoted the videos through a digital advertising campaign that included targeted Facebook ads. This approach allowed the pharmaceutical company to connect directly with millions of people managing diabetes, fostering trust and promoting treatment adherence.
Outcomes
Meeting the audience where they are
By speaking directly to people in their preferred language and delivering educational materials that acknowledge their cultural context, we bridged the gap between healthcare providers and patients and promoted better health literacy and outcomes. The campaign emphasized the importance of culturally sensitive, easily digestible content in supporting patient outcomes.
These relatable, multilingual animated videos allowed our client to directly connect and build trust with people who use their medicines. Ultimately, it would win a Fierce Pharma Marketing Award for outstanding healthcare marketing.
Beating industry averages with creative, culturally relevant content
The educational campaign achieved impressive results, exceeding healthcare industry standards and resonating deeply with the target audience.
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people reached
- 35 million
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higher cost-per-click rate than the healthcare industry average
- 56%
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reach for Spanish animations, over half of the campaign's social shares
- 11 million
summary
Moving forward: Empowering patients with impactful communication
We help your healthcare business reach patients through targeted campaigns and content that speaks to them, providing resources at every stage of their healthcare journey.
Ready to empower your audience and improve treatment outcomes? Let’s explore how we can work together to make a difference.
