Healthcare professionals – primary care physicians and rheumatologists. The campaign provided an impactful hook into a deeper medical story that was appropriately pitched for this audience’s level of education and understanding.

None.

The Change Gout campaign would challenge existing misconceptions and ineffectual prescribing by using the chemical process underpinning gout to crystallise a three-dimensional patient scaffold, externalising the hidden nature of this misunderstood condition and creating a dramatic visual representation that’s impossible to ignore.

This was taken into the digital space with an immersive experience that brought the story to life through a dynamically generated WebGL visualisation of the crystalline body. Hotspots embedded throughout the site revealed bite-sized information, which then dropped into a deeper medical story. The design approach balances medical and modern for a sleek, clinical yet emotional presentation, while the circular navigation breaks the story into digestible chapters, chronicling the causes and treatment paths of the condition.

The master European website was launched to coincide with congress presence at EULAR, 14-16th June 2017. A congress with 14,308 participants from 130 countries in Madrid As part of an interactive branded booth exhibit, in addition to call to actions to the online website on all materials including a bespoke leavepiece, a touch-screen version of the website was available. Since the launch of the master European website, a planned launch roll-out across Europe of localised versions of the website has been initiated inline with individual markets launch strategies. Italy and Spain will be the first markets to launch local versions of the website in April 2018.

In the first 8 months, the website attracted 250,000 unique views and 14,000 unique views of the documentary, and average visit times were close to three minutes.

In addition to the targeted audience, the innovative way the website experience brought the content to life was picked up by the design community and shared extensively through design blogs and organically through social media on Facebook, Twitter, Reddit, VKontakte (Russia), and Naver (Korea). Helping take a low priority and often misunderstood condition into public debate.

The initial target is primary care physicians and rheumatologists across Europe. An audience for whom the treatment of gout is of little interest or excitement.

The CHANGE GOUT website had to make an apathetic audience sit up and take notice to stand any chance of educating our target audience and achieving our vision for the campaign. A vision to ensure market readiness for the launch of the first treatment for Gout in over 20 years. Challenging entrenched beliefs to drive a paradigm shift in its treatment by changing how the world sees the condition.

The approach taken is to launch local versions of the CHANGE GOUT website 6 months prior to the launch of the new treatment in each of the key 15 European markets. With launch readiness KPIs that needed to be achieved, monitored through Google Analytics, in each market prior to the new products launch.

Gout is seen by healthcare professionals as a lifestyle disease causing bouts of pain in fingers and toes. In fact it is a disease of crystal deposition, causing serious long-term consequences for the whole body. But these crystals are hard to see, and therefore easy to ignore.

The brief was to prepare the market for the launch of a new drug to treat gout by waking people up to the serious nature of gout and the importance of appropriate long-term treatment.

The objective of the digital platform was to bring The Change Gout Campaign into the digital space in a way that captured the attention of a highly apathetic and uninterested audience for long enough to deliver the key messages of the campaign. The content also had to be delivered in a way that allowed for deeper exploration of the medical story by those who needed more data and evidence.