A Mom Knows Best

Client: Shire

Multicultural Disease Awareness and Patient Identification for Hunter Syndrome

1598 site visitors

4 patients found

0.26% click-through rate, double the national average

1:19 average site visit

MM+M 2019 Best Multicultural Campaign

Hunter syndrome is an extremely rare genetic condition—affecting about 1 in 160,000 live births, primarily in boys. It’s difficult to diagnose because early symptoms look like many common childhood ailments. Early diagnosis can mean better outcomes.

VUE noticed a discrepancy in the regional prevalence of diagnosed Hunter syndrome patient cases and created a targeted multicultural campaign to help diagnose and treat these patients.

Marketing Insight

The prevalence of Hunter syndrome should be geographically consistent across populations, but there was a notable underrepresentation of diagnoses in the Southern United States, especially in areas with large Hispanic populations. Cultural differences such as language, lifestyle, rates of health insurance, and even residency status could be affecting rates of diagnosis.

Solution

We launched a creative campaign that appealed to moms, encouraging them to take a closer look at their sons and ask this simple question: “Is he falling behind?” The campaign ran in Spanish in 2 pilot markets.

CAPABILITIES PROVIDED/CAMPAIGN DELIVERABLES
- Strategy and data analytics insights
- Creative concept
- Media drivers, including relevant out-of-home placements that met our target audience how they live
- Landing page development with simplified infographic doctor discussion guide