Pharma > Disease Awareness & Understanding

KEEP HEART PUMPING- KEEP DEFLATED HEART AWAY

INSPIRE PUBLIC RELATIONS TAIWAN, Taipei City / NOVARTIS / 2018

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Overview

Credits

OVERVIEW

Audience

The elderly more likely to suffer heart failure, they are the main target of our campaign. But at the same time, they are harder to reach through common social media channels. Therefore, our major task is how to effectively communicate the essential information for the disease to this group.

BriefExplanation

BriefWithProjectedOutcomes

Taiwan’s “Pharmaceutical Law” stipulates that prescription drugs can only be published in academic medical publications. Even if the advertisement does not mention specific drug names, as long as it can attract consumers those who follow and buy drugs, belong to drug advertisements.

CampaignDescription

Simplify the complex, so the public will be able to understand disease information easily:

We are the translators, in order to make heart failure more approachable, we planned various PR activities, such as heart failure naming event, disease awareness articles, heart failure LINE images, and films to simplify the difficult language of disease information into more simple and comprehensible language for the public, in an effort to raise greater public awareness for heart failure.

Execution

(1) Disease naming event and announcement to make heart failure more memorable: We planned a heart failure naming event, using a creative and simple way to communicate disease knowledge, and invited professionals announce the “Deflated Heart” at the press conference.

(2) We created the first disease awareness LINE images, adapted to the target audience’s social media behavior: Sharing of LINE images represent the person’s thoughts of caring and blessings. Therefore, we created a series of heart failure disease awareness LINE images, disseminated the images through healthcare media’s official LINE account, to reach our target audience.

(3) Successfully raised public awareness of heart failure through a series of heart failure themed videos: We produced a microfilm to attract audience, and brought out heart failure symptoms and severity through parent-child relationship. Furthermore, we invited doctors to explain information regarding heart failure in interview videos, consequently achieved the purpose of disease ducation.

Outcome

(1) Heart failure naming event and press conference: A total of 70 medical professionals participated in the naming event, successfully reach consensus on disease awareness of medical professionals from various fields.

(2) Disease awareness LINE images: Generated a total of 70,990 clicks, effectively reached the general public and attracted mainstream media to report on the LINE images

(3) Heart failure microfilm: A total of 11 Facebook pages shared the videos voluntarily, including NowNews?SETN News?Udn Health?EBC News?Nextmag, Female Celebrity- Fan Fan, Mimi Zhao, Diane Lin, Female Host-SU QING HONG, creating 880,000 views.

(4) For the past year, search rate of heart failure is significantly higher than that of atrial fibrillation and other cardiovascular diseases.

(5) The media and hospitals also begin to write articles on heart failure voluntarily, which signifies that heart failure awareness is effectively raised and this disease is beginning to be taken seriously. At the same time, our clients confirmed that medical professionals and the public have been starting to use “Deflated Heart” to describe heart failure.

Relevancy

Under the stringent regulation for promoting drugs, we use the language and ways to which our target audience can relate, to communicate disease knowledge and combine the severity and importance of heart failure symptoms to create a “pebble effect,” and enhance effectiveness through “correlation”.

Strategy

Most heart failure patients are elderly, so it is necessary to create a new name for heart failure to increase recognition among the public. The heart of a heart failure patient is like a worn-out deflated ball, which is flat and lifeless. Thus, we came up with the name “Deflated Heart”, utilizing the name to effectively raise disease awareness by connecting to the everyday lives of our target audience.

“Heart failure” may be an unfamiliar word for many people, but in fact common diseases such as “high cholesterol” and “cardiovascular disease” patients are likely to suffer heart failure as well. Therefore, we can leverage the correlation between these diseases to expand effectiveness.

Synopsis

Heart failure impacts total of 60 million people worldwide2. Its 5-year mortality rate is almost 50%3, higher than that of breast and colorectal cancer in Taiwan. All of these data demonstrate heart failure is an extremely severe disease that requires attention. However, most of the people in Taiwan are not familiar with the disease, some even holding inaccurate beliefs about heart failure: Over 50% of heart failure patients did not know they had failure until they were first sent to the ER4;90% of the general public thinks if one is diagnosed with heart failure means s/he is dying5.These data of wrong beliefs show the poor recognition of heart failure among the public. Novartis’ Entresto has been the first drug to break the treatment status for heart condition in 30 years. However, under the stringent regulation for promoting drugs in Taiwan, how do we effectively raise public awareness for heart failure?

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