Uniting art and science to empower rheumatologists to reach every patient

Situation

Rheumatologic inflammatory disease is on the rise, affecting 43 million Americans, but it can be difficult for healthcare professionals to keep up with the ever-changing scientific landscape. As healthcare professionals are left behind, patients become overlooked, unable to access the treatment and care they so desperately need. These patients needed to be made possible.

Our Medical Affairs client wanted to make a change, breaking barriers by uniting medical, marketing and technology experts to create a highly scientific, scalable, global disease-state education campaign. The goal: Reimagine how to communicate the mode of disease in a way that is memorable, engaging, motivating, and revolutionizes traditional medical communications.

The campaign needed to be arresting in digital and real-world environments while accounting for regional differences. It also had to be notably differentiating in an increasingly saturated and competitive landscape and deeply story-driven to educate this audience about the nuances of the science and the impact of the disease on people’s lives.

 

 

Solution

Our creative, scientific, analytics, technology, and user experience experts set out to develop a deeply thematic experience that would provide healthcare professionals with the information they want and need in an engaging way, motivating them to learn more, raise the standard of care, and create better outcomes for patients.

Our campaign was deeply human and deeply relevant to healthcare professionals’ needs, going beyond the science to portray the wider impact of the disease on every person’s quality of life. With this approach, we could motivate rheumatologists to explore and reassess how patients could achieve optimal disease outcomes and better identify unmet needs within the patient population.

The multidisciplinary team created the concept of an art museum – a metaphor for the repository of evolving scientific knowledge about rheumatologic inflammatory disease. Healthcare professionals could connect with and explore their preferred content, empowering them to learn at their own pace and return to the museum to view more “exhibits” at their convenience.

The content was displayed as modular short chapters. Through translating novel scientific medical information via compelling works of art, we drove significant engagement with the content and helped our client’s messages cut through the noise.

Beyond the digital realm, the museum also came to life at a series of professional medical conventions and symposia.

Launched first in the US, then Japan, Australia, and Canada, the campaign was supported with a host of omnichannel drivers, deep engagement educational opportunities, as well as scheduled and personalized reminders to tour the entire museum, proceeding through each stage of the journey and ultimately transforming belief in our key educational outcome.

 

 

Success

Our unique approach helped rheumatologists gain a deeper understanding of chronic inflammatory disease and how the scientific data are connected to better outcomes for patients through the lens of beautiful, famous, compelling works of art.

The results speak for themselves. We achieved:

• 95% reach with an average frequency of seven engagements over two years
• 30% progression of belief in our key educational outcomes
• 724% increase in website traffic via engagement at our high-concept booth
• 2,800% increase in opt-ins during our congress activity with a conversion rate of 270%