Awareness Campaign
Hypothyroidism. Difficult to understand. Simple to treat.
An awareness campaign that facilitated the diagnosis and treatment of hypothyroidism.
Challenge
Hypothyroidism is a disease that predominantly affects women. It is seldom diagnosed, as it presents symptoms that can easily be confused with other health problems, such as obesity, infertility, insomnia, mood disorders, fragile hair and nails, among others.
Puran T4, a market leader with over 70% market share and the 2nd highest revenue product of Sanofi, needed help to promote awareness through a campaign that would impact consumers and lead them to have an initial contact with the brand, without speaking directly about the prescription product.
Solution
To understand how we could communicate and address the issues these women face, we conducted extensive social listening, mapping women who were already diagnosed, seeking to understand what the most prevalent symptoms were, their major complaints, and how this affected their daily lives.
From there, we found a great opportunity to use these complaints to give tone to our campaign, allowing women yet to be diagnosed to identify with those situations, consider the issue of hypothyroidism, and seek medical help.
All the pieces of the campaign were embedded within the audience's journey and led to a landing page, guiding them to a quick symptom test and, in the end, to guidance for the person, now equipped with more information, to seek a specialist doctor for a conclusive diagnosis.
Results
+30 million impressions
53% SHARE in accesses to the portal
+240 thousand accesses to the site
4X greater investment compared to the previous year
