Designing an Interactive Campaign to Educate and Raise Awareness

A lack of education and low awareness of Central Precocious Puberty (CPP), a rare disease in which puberty starts too early in children, was inhibiting critical, early diagnosis for successful treatment. AbbVie asked Capgemini Invent to create a campaign that would educate, raise awareness, increase patients on therapy, and improve overall adherence.

OUR SOLUTION

Our team approached this challenge by developing a campaign that included an unbranded website, educational video, banner ads, HCP ads, and in-office promo materials. We also created an interactive philanthropic social campaign where every user action on the campaign site added “cookies” to a virtual cookie jar. When the goal of 10,000 cookies was reached, AbbVie pledged a donation to a related public health organization.

While the campaign was patient-focused, HCPs were engaged by distributing materials via reps to HCP offices. The tracker app also included a physical packet for patients to receive from their HCP. The packet contained information on the app, a storybook, and activity books to complete while waiting after each shot.

THE IMPACT

• In less than five months, our campaign exceed projections and reached 100% of the goal.
• Our solution proved successful and helped foster partnerships with key advocacy groups.