People living with cutaneous T-cell lymphoma (CTCL) often struggle with ‘too much information’. It’s one of the most common forms of T-cell lymphoma, and these patients told us they’re wading through a deluge of information—lots of it misleading, inaccurate, or even harmfully untrue.
Our client Kyowa Kirin was new to oncology, and came to us with three challenges. We had to establish this newcomer as a trusted partner in a crowded space, cut through the online noise to reach our audience, and debunk the misinformation out there to provide honest, factual education.
We gave patients the confidence to go deeper with ‘Get Below See Level’—an empowering campaign to encourage them to face the facts and talk to their doctors. Through a dedicated site, we helped them sort fact from fiction with interactive myth-busting, treatment information cards, and polls to inspire action.
A sophisticated channel strategy targeted patients through Google’s display network, SEM, and Facebook ads. But it hasn’t stopped there. Now we’re taking the campaign to dermatologists to encourage early referral, and bringing experts from centres of excellence right into the community level to share their knowledge.
We’ve welcomed more than 169,000 unique visitors to the site since its launch. And we’ve built relationships with our patient community, identifying patients, caregivers, and the type of cancer they’re living with so we can personalise emails to support them on their unique journey. Today, the open and click-through rates of these emails are consistently double typical rates.