Nephrologists

FDA/OPDP were followed in the execution of this campaign. This required fair balance to be placed on all ads. Additionally, no comparative claims could be made against other SHPT treatments since the clinical studies of Rayaldee were conducted against placebo.

The creative depicts the simplicity of treatment with Rayaldee. With Rayaldee, doctors can move the two levels that matter most in SHPT: vitamin D (25D) and parathyroid hormone (PTH). The core campaign visual illustrates this with a rocket ship ascending to signify the increase in 25D, and a submarine descending to signify the decrease in iPTH. This simple “up/down” concept allowed for alternative visuals and copy to tell the story of Rayaldee in different mediums. For example, a series of journal ads used the images of a bird and a fish with corresponding copy, “This is what SHPT control should look like.” Additionally, the idea also lends itself to guerilla tactics such as the elevator wraps or coffee coasters that immerse the reader in the “up/down” story.

All components of the campaign reinforced the simple “up/down” story of Rayaldee. In addition to the booth design at Kidney Week, guerrilla tactics were used in and around the convention to drive nephrologists to the booth and engage with the brand. These included messaging on elevators, coffee lounges and charging stations. Additionally, animated banner ads were simultaneously deployed online to drive these nephrologists and others to the branded website.

Banner ads: 275,000 impressions during Kidney Week, with a CTR 80% above goal.

Average time spent on site – ~2 minutes

This was a 360º campaign that included print, “guerrilla tactics,” and web advertisements. All of the advertisements reinforced the core “up/down” story of Rayaldee in an effort for nephrologists to learn about and engage with the brand.

The campaign needed to evoke how Rayaldee could simplify treatment in SHPT by moving the 2 levels that mattered the most, without having an effect on the others, in a memorable way. Additionally, the campaign was strategically unveiled during Kidney Week 2016, the world’s premiere nephrology conference, so that nephrologists could engage in memorable 360º experiences.

SHPT causes certain hormone and mineral levels to become abnormal. When nephrologists tried to normalize those levels with the available treatments, it often resulted in other hormone and mineral levels going in all different directions, causing uncertainty and frustration. The objective was to introduce and inform nephrologists that with Rayaldee they can move the two levels that matter most in SHPT: vitamin D (25D) and parathyroid hormone (PTH).