ALTUVIIIO
BRAND LAUNCH
Client
Sanofi
Year
2021-22
In the world of Hemophilia A, hope often feels like a distant dream. This rare bleeding disorder, affecting approximately 30,000 people in the U.S., is predominantly a male affliction. These individuals have long been promised solutions that fall short, with treatments providing only marginal improvements. However, a new chapter began to unfold, one marked by a campaign that resonated deeply within this community and brought a promise of genuine transformation.
The campaign didn’t just focus on the practical side of the treatment; it also highlighted the emotional and psychological boost it gave. The message was clear: this wasn’t just about managing Hemophilia A; it was about thriving with it. By tackling the unmet promises of effective protection, the campaign really resonated with those who had lost hope in finding a truly transformative solution.
The Audience
Largely
Male
Outliers open
to new
treatments
Community
of around
30,000
Social Media Ideation
for Product Launch
WHAT HIGHER REALLY FEELS LIKE
CHANNELS:
Social, News, PR, Content Channels, YouTube
INSIGHT:
Product A is a breakthrough hemophilia treatment that delivers higher-for-longer factor levels and can raise expectations for those with hemophilia.
APPROACH:
To show those with hemophilia what "higher" really feels like, we"ll host multiple "elevated events high up ion the air in unique locations throughout the country. Each location will inspire participants with lofty views, educate attendees via a keynote speaker and event signage touting "higher- for- longer" factor activity and hand out Brand A "switch Kits" to all. We'll invite the press ad film it all for social content.
OBJECTIVE
Give patients the experience to truly feel how amazing"higher" can feel by hosting inspirational events in key locations around the country at launch time.
90 DAY SELFIE JOURNAL
CHANNELS:
News, PR, Content Channels, YouTube, Social
INSIGHT:
When you start any new regimen in your life—esp regarding your health — it's only natural to want to track your progress. So we'll help our patients do so through a daily "selfie-journal" where they create a selfie or selfie video each day for 90 days to be assembled at journey's end.
IDEA:
We'll help our patients chronicle their journey, encouraging them along their transformation by taking a photo of themselves each and every day. It can either be a photo wit a written statement of how they're feeling, or a video version doing the same. At the end, we'll send them their 90-day version.
OBJECTIVE
Make them feel "seen" each and every day.
Brand Tactic Ideas for Onboarding Patients
welcome to team A
Switching to EFA is like switching to a whole new teaming truly stepping up to the big leagues. APPROACH: When you switch to Altuviiio, you're playing at a whole new level. So we'll reward them with custom-made sports jerseys that inspires an active lifestyle. • Jersey says Team A • Features last name • Celebrates those who are willing to be adventurous within the Hem A group • Can hold a big team event celebration with the press. Channels: Direct Mail/ Gift Public Events Social News/ PR
write your future
Help welcome new EFA switchers Ito their treatment and celebrate the advantage of treating only once a week. APPROACH : Since retention during the first 90 days is critical, we'll mail out a helpful 90-day calendar to new EFA users to support them in their journey. • Features once-a -week infusion reminders, highlighting that you can go a full week between infusions . • Daily inspirational quotes (maybe from the Hem A community) and beyond on each page • Journaling area on each page to jot down activities / how one is feeling Channels: Direct Mail/ Gift Social News/ PR
echo dot with eFa powered Alexa skill
Today's informed patients are embracing technology more and more in their quest for information and medical treatment is an area where people can always use more information APPROACH: We'll mail a custom Echo Dot to select Hem A patients, pre-loaded with Alexa skill that embeds EFA MoA info, general Hem A guidance and more for a daily resource. • Will explain how EFA works • Helpful tips for life on EFA • Patients can ask Alexa questions like: "Alexa explain to me how EFA works?" Channels: Direct Mail/ Gift
