Introducing a new diagnostic tool to doctors
Millions of families know the pain of an Alzheimer’s diagnosis — the grief and confusion at the prospect of losing a loved one to an unrelenting disease. Doctors feel the pain too, although in very different ways. They deliver life-changing news to patients and families, sometimes with little hope to offer in return.
New therapies are beginning to shift this dynamic by offering ways to slow disease progression, but they are only effective during the early stages of the condition. An early diagnosis — previously made difficult because of the lack of available options — is now more attainable and imperative than ever.
In partnership with a major pharmaceutical client, our challenge was to inform clinicians about a groundbreaking diagnostic tool, one that could make earlier detection more accessible and actionable — all while bringing hope to millions of families. To succeed, we’d need to position this tool as a trusted innovation, capable of improving patient outcomes and driving change in the industry.
Our process
Changing mindsets in a cautious industry
We identified messaging needs based on two mindsets of healthcare providers: 1) early adopters of new technologies and 2) those preferring a “wait and see” approach. By crafting content that addressed each, we built trust across the adoption curve, encouraging all clinicians to see the value in early diagnosis.
Our work
Crafting a campaign to drive clinician engagement
It was time to leverage our established partnership and expertise in healthcare marketing and design a campaign to engage and inform. We knew our approach had to go beyond facts and figures — it needed to connect emotionally while communicating the urgency of early diagnosis and the product's trustworthiness. Our campaign concept centered around impactful messaging that positioned early detection as the key to patient hope.
Grounded in sharp messaging frameworks, our integrated campaign included digital ads, landing pages, and editorial illustrations, each designed to spark curiosity and build trust. By leveraging storytelling that included real-life patient examples, we were able to emphasize the need for timely diagnosis and demonstrate the reliability of the new tool.
Messaging that's just right
Beyond developing campaign assets, we launched targeted digital ads to drive traffic to landing pages, which provided deeper information about the diagnostic tool's benefits. The messaging was tailored to acknowledge the two different adoption mindsets, enabling each clinician to engage with the most relevant content.
As word spread, healthcare professionals began reaching out, recognizing the impact of our campaign in building relationships and expanding awareness. The campaign not only increased interest in the diagnostic tool but also established our client as a leader in innovative solutions for Alzheimer's disease.
Outcomes
Transforming early diagnosis
The campaign encouraged clinicians to adopt a proactive approach to Alzheimer’s diagnoses, establishing our client as an innovator in the space. By appealing to both emotional and practical motivations, we helped clinicians see the tool as a valuable addition to their diagnostic practice.
And, since medical professionals now know there's a better way to diagnose Alzheimer's disease in its early stages, we're beginning to flip the script on how to treat this disease effectively.
-
new cases of Alzheimer's diagnosed in the U.S. each year (according to the Alzheimer's Association)
- 500
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diagnostic early detection tool to allow for early-onset treatment
- 1
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seconds — that's how often someone in the U.S. is diagnosed
- 67
Summary
Moving forward: Transforming perspectives through creativity and insight
We specialize in crafting campaigns that deeply resonate and inspire trust with healthcare providers, whether they are early adopters or cautious evaluators.
Ready to make a lasting impact in healthcare innovation? Let’s explore how we can partner to achieve your goals.
