Novartis: Case study

Credits & Description:

Brand NOVARTIS
Entrant KLICK HEALTH NEW YORK
KLICK HEALTH New York, USA Entrant Company
KLICK HEALTH New York, USA Idea Creation
SEED MEDIA ARTS Chicago, USA Production
KLICK HEALTH New York, USA Media Placement
PUBLICIS HEALTH New York, USA Media Placement
SMOKE & MIRRORS New York, USA Additional Company
SONIC UNION New York, USA Additional Company
NICE SHOES New York, USA Additional Company

Elliot Langerman Klick Health Creative Director
Mark Schruntek Klick Health Creative
Lee Seidenberg Klick Health Creative
Anthony DiCarolis Klick Health Creative
Sam Quiles Klick Health Design
Brian Schierman Klick Health Video Producer
Alexis Penty Klick Health Insights and Strategy
Eric Pressman Klick Health Client Services
Klayton Kyle Klick Health Project Manager
Sam Astigarraga Klick Health Design
Rachel Affoo Klick Health Strategist
Joan Bercovitz Klick Health Group Account Director
Leslie Doyle Klick Health Program Director
Tim Abshire Seed Media Arts Film Director
Roy Skillikorn Seed Media Arts Producer
Kipp Christiansen Seed Media Arts EP/Line Producer
Joe Zizzo Freelance Director of Photography
Chuck Willis Cutting Room Editor
Greg Ryan Cutting Room Assistant Editor
Anna Petitti Cutting Room EP
Steve Intrabartola Smoke & Mirrors EP
Tara Maloney Smoke & Mirrors Senior Producer
Dino Tsaousis Smoke & Mirrors Head of Flame
Kevin Quinlan Smoke & Mirrors Flame Artist
Jenna DeAngelis Smoke & Mirrors Flame Artist
Paul Weiss Sonic Union Audio Post Mixer
Justine Cortale Sonic Union Producer
Pat Sullivan Sonic Union Producer
Sal Maltifano Nice Shoes Colorist
Matt Hubert Nice Shoes Colorist
Published: July 2017
Strategy
Our core strategy was to identify a way to target this patients suffering from this rare condition, quickly build relevance, and inspire them to take action.
We consulted IBM Watson and similar data sources to retrospectively identify the “typical” path(s) to diagnosis, specifically looking for commonalities and patterns of misdiagnosis. From this we learned that diarrhea, stomach pain, and bloating were people’s most motivating and easily recognized symptom. This learning would form the basis of our approach to targeting and to signalling relevance.
We then also conducted primary research with people suffering from unresolved GI issues. We learned that people often received a misdiagnosis of IBS or IBD, leading them to believe that all other explanations had first been considered. This directly informed the call to action for all drivers within our tactical ecosystem—that there are other diagnoses that had not been considered and to learn more, visit WhatAmIWrestlingWith.com.
Relevancy
The Wrestler campaign was specifically designed to engage people living with unresolved GI issues with the specific end goal of having them follow up a healthcare clinician and raise carcinoid syndrome as a potential diagnosis and explanation.
To this end we created an omnichannel ecosystem consisting of addressable TV, endemic and programmatic display advertising, and Facebook advertising all of which drove to our dedicated microsite. The microsite hosted critical information, and easy self-assessment tool, and an action plan for following up with healthcare specialists.
Outcome
In just 8 months, The Wrestler delivered some high-flying results:
• Website visits exceeded internal targets by 200%
• Visits to GI specialist exceeded targets by 3.5x
• The number of carcinoid syndrome diagnoses increased by 8x compared to the same period the year prior
And most importantly of all, the number of people receiving treatment for carcinoid syndrome increased by 11x compared to the same period the previous year.
Execution
The Wrestler lived across a carefully-designed ecosystem that included addressable national TV, endemic and programmatic display, social media, and a microsite.
We specifically chose targeted tools as these allowed us to direct our campaign to those matching our patient lookalike models in order to achieve the greatest likelihood of connecting with someone suffering from undiagnosed carcinoid syndrome.
Every driver element within the campaign ended by letting people know that there is a diagnosis that their physician may not have been considered—one that might explain their battered bowels—before then driving them to the dedicated microsite, WhatAmIWrestlingWith.com.
At WhatAmIWrestlingWith.com we introduced carcinoid syndrome along with critical information about it, provided an easy self-to-use self-diagnosis tool, and an action plan for following up with a specialist.
Campaign Description
To grab people’s attention, and quickly and memorably represent what we learned was their most motivating symptoms—diarrhea, bloating, and GI pain—we created The Wrestler: a tiny professional wrestler with an over-the-top attitude and outsized ability to wreak havoc on stomachs.
Brief With Projected Outcomes
Novartis disease awareness campaigns are heavily regulated, needing to satisfy numerous rounds of interdisciplinary review across medical, legal, and regulatory. The Wrestler had to successfully meet this boards stringent criteria.
All elements had to satisfy USA government regulations.
The TV component of the campaign was also subject to network clearance.
Audience
Patient: Every driver element within the campaign ended by letting people know that there is a diagnosis that their physician may not have been considered—one that might explain their battered bowels—before then driving them to the dedicated microsite, WhatAmIWrestlingWith.com.