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摔跤手
案例简介：战略 我们的核心策略是确定一种针对患有这种罕见疾病的患者的方法，快速建立相关性，并激励他们采取行动。我们咨询了 IBM Watson 和类似的数据源，以回顾性确定诊断的 “典型” 路径，特别是寻找误诊的共性和模式。由此我们了解到，腹泻、胃痛和腹胀是人们最有动力和最容易识别的症状。这种学习将成为我们定位和信号相关性方法的基础。然后，我们还对患有未解决 GI 问题的人进行了初步研究。我们了解到，人们经常被误诊为 IBS 或 IBD，这让他们相信所有其他解释都是首先被考虑的。这直接通知了我们战术生态系统中所有司机的行动呼吁 -- 还有其他没有考虑的诊断，为了了解更多信息，请访问 whatamiwllingwith.com。 相关性 摔跤手运动是专门设计的，旨在让患有未解决的胃肠道问题的人参与进来，具体的最终目标是让他们跟进医疗保健临床医生，并提出类癌综合症作为潜在的诊断和解释。为此，我们创建了一个全渠道生态系统，包括可寻址的电视、地方性和程序化的展示广告和 Facebook 广告，所有这些都是我们专用的微型网站。微型网站托管了关键信息、简单的自我评估工具以及与医疗保健专家一起跟进的行动计划。 结果 在短短 8 个月的时间里，这位摔跤手取得了一些辉煌的成绩: 网站访问量超过内部目标 200% GI 专家访问量超过目标 3.5 倍类癌综合征诊断数量比前一年同期增加了 8 倍，最重要的是,与前一年同期相比，接受类癌综合征治疗的人数增加了 11 倍。 执行 这位摔跤手生活在一个精心设计的生态系统中，包括可寻址的国家电视、地方性和程序化展示、社交媒体和一个微型网站。我们特别选择了有针对性的工具，因为这些工具允许我们将我们的活动导向那些与我们的患者相似的模型，以便最大限度地与患有未诊断类癌综合症的人联系。运动中的每一个驱动因素都以让人们知道有一个诊断是他们的医生可能没有被考虑过的 -- 一个可以解释他们被殴打的肠子的诊断 -- 然后开车送他们去专用的微型网站, whatamirowlingwith.com。在 whatamishorlingwith.com，我们介绍了类癌综合征及其关键信息，提供了一个易于自我使用的自我诊断工具，以及一个跟踪专家的行动计划。 活动描述 为了吸引人们的注意力，迅速而令人难忘地代表我们学到的最有动力的症状 -- 腹泻、腹胀和胃肠疼痛 -- 我们创造了摔跤手: 一个小小的职业摔跤手，态度超群，有能力对胃造成严重破坏。 BriefWithProjectedOutcomes 诺华疾病意识运动受到严格监管，需要满足医疗、法律和监管方面的多轮跨学科审查。摔跤手必须成功地满足这个委员会严格的标准。所有元素都必须满足美国政府的规定。该运动的电视部分也受到网络许可。 简要解释 观众 病人: 运动中的每一个驱动因素都以让人们知道有一个诊断是他们的医生可能没有被考虑过的 -- 一个可以解释他们被殴打的肠子的诊断 -- 然后开车送他们去专用的微型网站, whatamirowlingwith.com。
摔跤手
案例简介：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. CampaignDescription 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. BriefWithProjectedOutcomes 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. BriefExplanation 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.
The Wrestler
案例简介：战略 我们的核心策略是确定一种针对患有这种罕见疾病的患者的方法，快速建立相关性，并激励他们采取行动。我们咨询了 IBM Watson 和类似的数据源，以回顾性确定诊断的 “典型” 路径，特别是寻找误诊的共性和模式。由此我们了解到，腹泻、胃痛和腹胀是人们最有动力和最容易识别的症状。这种学习将成为我们定位和信号相关性方法的基础。然后，我们还对患有未解决 GI 问题的人进行了初步研究。我们了解到，人们经常被误诊为 IBS 或 IBD，这让他们相信所有其他解释都是首先被考虑的。这直接通知了我们战术生态系统中所有司机的行动呼吁 -- 还有其他没有考虑的诊断，为了了解更多信息，请访问 whatamiwllingwith.com。 相关性 摔跤手运动是专门设计的，旨在让患有未解决的胃肠道问题的人参与进来，具体的最终目标是让他们跟进医疗保健临床医生，并提出类癌综合症作为潜在的诊断和解释。为此，我们创建了一个全渠道生态系统，包括可寻址的电视、地方性和程序化的展示广告和 Facebook 广告，所有这些都是我们专用的微型网站。微型网站托管了关键信息、简单的自我评估工具以及与医疗保健专家一起跟进的行动计划。 结果 在短短 8 个月的时间里，这位摔跤手取得了一些辉煌的成绩: 网站访问量超过内部目标 200% GI 专家访问量超过目标 3.5 倍类癌综合征诊断数量比前一年同期增加了 8 倍，最重要的是,与前一年同期相比，接受类癌综合征治疗的人数增加了 11 倍。 执行 这位摔跤手生活在一个精心设计的生态系统中，包括可寻址的国家电视、地方性和程序化展示、社交媒体和一个微型网站。我们特别选择了有针对性的工具，因为这些工具允许我们将我们的活动导向那些与我们的患者相似的模型，以便最大限度地与患有未诊断类癌综合症的人联系。运动中的每一个驱动因素都以让人们知道有一个诊断是他们的医生可能没有被考虑过的 -- 一个可以解释他们被殴打的肠子的诊断 -- 然后开车送他们去专用的微型网站, whatamirowlingwith.com。在 whatamishorlingwith.com，我们介绍了类癌综合征及其关键信息，提供了一个易于自我使用的自我诊断工具，以及一个跟踪专家的行动计划。 活动描述 为了吸引人们的注意力，迅速而令人难忘地代表我们学到的最有动力的症状 -- 腹泻、腹胀和胃肠疼痛 -- 我们创造了摔跤手: 一个小小的职业摔跤手，态度超群，有能力对胃造成严重破坏。 BriefWithProjectedOutcomes 诺华疾病意识运动受到严格监管，需要满足医疗、法律和监管方面的多轮跨学科审查。摔跤手必须成功地满足这个委员会严格的标准。所有元素都必须满足美国政府的规定。该运动的电视部分也受到网络许可。 简要解释 观众 病人: 运动中的每一个驱动因素都以让人们知道有一个诊断是他们的医生可能没有被考虑过的 -- 一个可以解释他们被殴打的肠子的诊断 -- 然后开车送他们去专用的微型网站, whatamirowlingwith.com。
The Wrestler
案例简介：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. CampaignDescription 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. BriefWithProjectedOutcomes 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. BriefExplanation 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.
摔跤手
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