Revamping the KYMRIAH Website for Novartis
Client Overview
Novartis is a global healthcare company based in Switzerland that provides solutions to address the evolving needs of patients worldwide. They are committed to discovering new ways to improve and extend people's lives through innovative medicines, eye care, and cost-saving generic pharmaceuticals.
Project Overview
The project involved updating the US website for KYMRIAH, a type of CAR-T cell therapy for patients with relapsed or refractory follicular lymphoma. The goal was to make the website more patient-friendly, improve its SEO, and to ensure it was up-to-date with the latest safety and efficacy data.
Approach
I worked closely with the US brand team to undertake a comprehensive content audit of the existing website. The audit allowed us to identify key areas where the website could be improved, from SEO to user-friendliness. Once we had a clear understanding of what needed to be done, I set about creating new pages and updating the existing content to ensure it was easy for patients to understand and that it reflected the most recent clinical data on KYMRIAH.
Results
The updated website significantly improved patient understanding of KYMRIAH and its benefits. By making the content more accessible and ensuring it was optimised for search engines, we were able to help Novartis better connect with patients and healthcare providers.
Client Feedback
The Novartis team was particularly pleased with the quick turnaround of the project. The US brand team expressed their appreciation for the attention to detail and the user-centric approach used in updating the website. They felt that the project greatly improved the user experience and better communicated the value of KYMRIAH to their target audience.
Social Media Campaign for Haematological Malignancies Awareness: A Case Study with Lilly
Client Overview
Lilly is a leading pharmaceutical company based in the US dedicated to creating high-quality medicines to improve the lives of patients worldwide.
Project Overview
The goal was to raise awareness about the unmet needs in haematological malignancies. Lilly aimed to increase engagement and raise awareness through a focused social media campaign on Twitter (now known as X) and LinkedIn targeting healthcare professionals attending the EHA and ASH 2023 congresses.
Approach
To meet Lilly's objectives, I conducted thorough research to identify key unmet needs for patients with haematological malignancies. Using these insights, I crafted engaging social media posts and polls tailored specifically for healthcare professionals. It was crucial to discuss haematological malignancies broadly due to the fact that the drug in focus had not yet received marketing approval.
Results
The social media campaign achieved significant engagement, with the posts gaining considerable traction among the target audience. This demonstrated the effectiveness of the carefully crafted content in resonating with healthcare professionals and in raising awareness of the unmet needs in haematological malignancies.
Client Feedback
Lilly was delighted with the campaign's success. The content was approved swiftly, and the tweets and LinkedIn posts performed excellently in terms of engagement. Lilly expressed their satisfaction with the project's outcome and their interest in future collaborations.
Challenges & Solutions
The challenge of this project was to navigate the regulatory constraints due to the unapproved status of the drug. This required a careful approach to ensure the content discussed haematological malignancies broadly, without mentioning any specific drug or cancer type. Additionally, the project was under tight time pressures. Despite these challenges, and by working as a close-knit team, we delivered the project ahead of schedule, demonstrating our commitment to client satisfaction and our ability to work effectively under pressure.
Conclusion
This project illustrates the power of social media in raising awareness for unmet needs in healthcare and the ability to engage a specific target audience successfully. It also highlights the importance of teamwork and quick adaptability in meeting project deadlines and regulatory requirements.
Novartis at EURETINA 2023
Client Overview
Novartis is a global healthcare company based in Switzerland that provides solutions to address the evolving needs of patients worldwide. They are committed to discovering new ways to improve and extend people's lives through innovative medicines, eye care, and cost-saving generic pharmaceuticals.
Project Overview
The aim of this project was to attract, engage and educate retina specialists and ophthalmologists at the Novartis Booth at EURETINA 2023. The ask was to create a rich, compelling, and shareable experience that drives engagement for the featured brands, Luxturna and Beovu. For Luxturna, an end-to-end strategic creative solution was required which encompassed booth design and content plus pre/post congress HCP communications. For Beovu, an interactive patient case study was needed as an engaging element of the Beovu booth design.
Approach
Building on learnings from previous years, I researched current trends with a return to in-person congresses. Creative copywriting was used to emphasise the brand strategy, delivering targeted messaging for the key audiences. The focus was innovative gene therapy for Luxturna and a new indication for Beovu.
Results
We enhanced the customer/visitor experience by keeping a "patient first" promise, helping to bolster Novartis's reputation as experts in ophthalmology and generate sales leads.
Client Feedback
The client appreciated the engaging, seamless booth experience that was created for both brands. The project played a significant role in bolstering Novartis's reputation as experts in ophthalmology.
