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From doctors to patients, from rare and specialty to the medicine cabinet.
Saatchi Wellness · Publicis Health · Boston Scientific
From doctors to patients, from rare and specialty to the medicine cabinet.
Saatchi Wellness · Publicis Health · Boston Scientific
Clearing the Clot
Boston Scientific · Deep Vein ThrombosisThe problem
Blood clots read as an old person's condition, so young people who get one never see it coming.
And because general and specialty clinicians operate in separate lanes, most patients are handed dated treatment while newer technology sits one referral away.
The question
How do you warn a young, healthy audience about a condition they're certain isn't theirs?
How do you get two kinds of doctor talking to each other, and to the patient, early enough to matter?
What we made
A global awareness campaign, deliberately non-medical, built out of bite-size data visualization.
What happened
160,000 unique visits in the first year. 80–100% engagement per screen. Scaled to over 30 countries. More patients reaching specialists. Organic social community growth. Featured on NBC's TODAY. Six awards. The first preventative effort Boston Scientific ever launched.
The misconception was the opening.
Research kept turning up the same thing: young people are blindsided by a DVT diagnosis, because they've filed the condition under old age — and they have no idea how simple the preventatives are, or how much the technology has moved. Rather than correct the misconception, we used it. Every wrong assumption was a place to get someone's attention, and the brand voice was built to work across the whole journey rather than one campaign moment.
Three weeks.
Mapping the journey and interviewing doctors turned up the fact that reframed the entire brief: the alternative treatments only work if the clot is less than three weeks old. That makes this a deadline, not an awareness problem. Urgency became the experience principle — bold, clear, stripped of hedging — because everything we made had to move someone faster, not just inform them.
Built to be finished.
Talking to a young audience about an old person's disease meant nothing could ask for patience. So the content system was distinct, bite-size and built on data visualization: honest, bold, visual, finishable. It carried into social, where patients posted their own Moments of Clarity — about DVT, and about everything else the diagnosis brought into focus.
Explaining a clot to someone walking past.
DVT is blood thickening into a clot and stopping moving freely. Out-of-home and environmental activation was the way to land that on a large, mixed audience who don't know the condition and have no intention of reading about it — it had to explain the mechanism and the stakes in the time it takes to walk by.
The map came first.
Before any of it, extensive research and journey mapping: what patients felt, thought and did at every touchpoint, from the symptom they talked themselves out of to the referral that never happened.
By the numbers:
160,000 unique visits in the first year
85,000 unique visitors through the social campaign
716 email signups per month
80–100% engagement per screen
Scaled globally to over 30 countries
Featured on NBC's TODAY
Six awards
Awards:
Hermes Creative Awards, Gold
Marcom Awards, Platinum
Creativity International Media & Interactive Design Awards, Bronze
Web Marketing Association, Health Care Standard of Excellence
E-Healthcare Leadership Award
RX Club Award of Excellence
We're Stronger Together
TylenolWhen we're in pain, we focus on the pain. But pain is bigger than that. It's also what the pain keeps us from. And more importantly, it's what quick pain relief allows us to do — the things that matter, with the people who matter more. The people who actually help us heal, who make us stronger, and bring out our best.
Long Live Freedom
HumiraAn HS or PsA diagnosis can feel scary. It can feel like our lives, our dreams, and our ability to live life on our terms has been taken from us.
To help patients understand how Humira can help relieve the symptoms of PsA, we created a book built on transparency — about their symptoms, the causes, and what their future can actually look like with Humira.
Next we armed doctors with the tools to understand what Humira could do for their practice. Doctors hung these infographics in their clinics so patients could know they're not alone and help is here.
Then we teamed up with doctors at the largest medical conference in America with an integrated exhibit to show all the ways Humira can help give back their freedom and take the reins of life again.
Complete Protection.
Fewer Injections.
Sanofi PasteurHow to convey to that Pentacel and Quadracel make completing the 4th and 5th DTap easier than ever?
Talk in a language every parent understands.