In France, advertising about Rx drugs is forbidden when targeting patients. Advertising about OTC products are subject to pre-approval validation. Environment communication does not require any approval or pre-approval.

In France, arthritis is a frequent and disabling disease that mostly affects the elderly. Despite the debilitating consequences of arthritis, this condition is no longer a top priority since health care authorities are currently considering interrupting the reimbursement of some medical treatments. This situation is worrying, especially since patients need to be actively involved in the management of their disease mostly through exercise which is known to be beneficial for the joints. The true challenge is therefore to mobilize and motivate patients, who often consider arthritis as inevitable, by encouraging them to 'move' and find advice on Arthrolink.com so they can best preserve their mobility. Through a web movie created to generate buzz, the drive to web strategy is using humour to valorize patients and motivate them. In the outdoors, patients are exercising with a sport coach who, impressed by their dedication, goes mad and teaches them the HAKA, a war dance that symbolizes their determination to fight arthritis, thanks to the website Arthrolink.com. This video was seen by more than 400,000 viewers on YouTube, Socialize and BeeAd.

The objective of this campaign is to generate enthusiasm among patients and to get them to visit the website arthrolink.com so they are motivated not only to act but also to share with other patients. The target audience is heterogeneous (from the former athlete aged 45 years to the 80 years old person) and increasingly using internet as the first source of health information after health care professionals. With the available websites being technical, dry and not user friendly, a comprehensive communication tailored to patients’ needs is strongly needed.

The campaign is unexpected and out of phase with what the healthcare world is used to. This is the strength of the campaign. Patients need lightness, and a smile is a sincere and warm approach to show they are fully understood. The movie was posted on YouTube in April 20th, Socialize and BeeAd with more than 400,000 contacts planned.

400,000 viewers on YouTube via Google, Socialize and BeeAd

Vitality against inevitability: this is the heart of the strategy. Not properly considered in our society, the elderly need to receive positive messages to act, especially when suffering from a chronic and progressive disease. Thanks to arthrolink.com, a practical and user friendly website, another life with movement, happiness and progress in everyday activities is now possible. With a modern image, a powerful outreach and convincing power especially through 'recommended by users', digital is an adapted solution that offers an immediate answer to the patient who can, in one click only, access a useful information website.

In France, arthritis affects more than 6 million people (50% of those aged 65 years or older, 85% of those aged 70 years or older). Arthritis is not a deadly disease; however it is extremely painful and disabling, leading to impaired patients’ mobility. Unfortunately, arthritis is too often trivialized and some medical treatments currently prescribed, may not be reimbursed in the near future. Patients feel hopeless, with no true motivating communication that encourages them to get involved through exercise, in the management of their disease.