A brave and curious experience supporting young children with a rare genetic disease

Situation

X-linked hypophosphatemia is a rare, progressive, lifelong condition with profound physical and psychological effects. Our client was launching a first-in-class disease-modifying injectable treatment, a departure from the oral treatments on the market. However, for young ones and their parents, starting regular life-long injections can be confusing and anxiety-inducing. We needed to build a deeply empathetic support program that would help children feel seen, heard and empowered to start the new treatment.

Solution

Our patient experience program was built on insights exclusive to this disease and the new method of treatment. Our Marketing team took a collaborative approach—including children, their families and healthcare professionals in the development—which led to a relatable, curious, and uplifting program that ensured patients remained in control and increased the likelihood of a positive patient experience.

The magic of creative storytelling sat at the heart of the campaign. Using characters inspired by the language that patients use to describe their condition to explain the condition and how the treatment works.

The fantasy world helped young patients learn how to talk about and feel seen in their experience, explained the injection experience in a simple and accessible way, and encouraged relevant life lessons inherent in the patient journey.

The digital and physical assets for the program—including a family-friendly WebApp, gamified learning experience, beautifully illustrated storybooks, and more—offer avenues to make life simpler for both patients and carers as they make the switch to the new treatment. Filled with personalized content, the experience supports their broader life trajectories, growing with them as face new opportunities and challenges.

Success

Experts in the field from child psychologists to nurses, prescribing physicians and the patients themselves all gave resounding positive feedback that the experience is supporting children throughout their treatment journey.

The program also won multiple healthcare awards, including a Bronze Clio Award, three Creative Floor Awards, and two PM Society Awards for categories such as the best use of insight, design craft, and patient support.