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Miss Diagnosis and knowimcd.com

Awareness Building and Disease State Education for iMCD

Idiopathic multicentric Castleman disease (iMCD) is a rare disease that isn’t well known, but shares many characteristics with autoimmune, malignant, and infectious diseases. We created a campaign of 2 parts that worked together to increase awareness among the public about this disease and educate the clinicians who would be called on to diagnose it.

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Challenge

Raise awareness and understanding of a rare disease that most people have never heard of but can have dire consequences if misdiagnosed
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Insight

To make people understand the need for self-advocacy, we highlighted the cost of a missed diagnosis with creative that would cut through the internet clutter.
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Creative

Miss Diagnosis, a funny social media character, is paired with a campaign of startling factoids about iMCD that all drove viewers to a disease education site with an interactive symptom checker that helps the patient to better understand their symptoms and more effectively talk to their doctor.
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