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.

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.

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.