Influencer Marketing in Finding New Patients
Boehringer Ingelheim acquired a new indication for their drug and approached us to spread awareness. Discover how we found 15 new scleroderma patients in just 5 months.
Client
Boehringer Ingelheim
Target Group
General public
Project Type
Awareness
Challenge
"Scleroderma (systemic sclerosis) is a rare systemic disease affecting the skin, internal organs, joints, and muscles. While it's a complex disease with a varied course and no complete cure, early diagnosis and symptom control can keep it in check.
Finding patients with a rare disease is always challenging (prevalence 100–300 people in Slovakia). You can either launch a wide-scale campaign or analyze data and facts to narrow down your target. As always, we chose the latter." — Darina Telepovská, Content Lead
Solution
Scleroderma affects women more often, and one of its first symptoms is Raynaud's phenomenon, which causes finger discoloration. Our team devised a plan to complement the classic digital campaign with influencer marketing: women would use photos of their manicures to raise disease awareness. They'd also encourage others to spread the idea using the hashtag #nanechtemalovane (painted on the nail).
We enhanced the campaign with our standard educational articles, social media ads, collaborations with patient organizations, and PR articles.
Result
We reached 530,700 people, with over 11,000 visiting the website to learn about the disease.
306 people accessed the list of specialists.
15 newly diagnosed patients were identified.
Year-on-year product sales increased by 42%.
Social media impact: Over 32,000 people viewed Kristina Tormová's video, and over 39,000 watched Sisa_kr's video.
"Influencer marketing in healthcare isn't typically suitable, but we had a unique symptom that could be creatively presented. The enthusiastic engagement, positive feedback, and results proved it was the right move. Combined with a classic PPC campaign and PR, we ultimately identified 15 new patients."
— Darina Telepovská, Content Lead
