Meet Miss Diagnosis

Client: EUSA Pharma

Disruptive Disease State Education Campaign for idiopathic Multicentric Castleman disease (iMCD)

800% increase in visitors to the KnowiMCD.com website due to the Miss Diagnosis campaign

20% increase in downstream traffic to the SYLVANT brand website

60% above industry benchmarks for website conversion

Idiopathic Multicentric Castleman disease (iMCD) is a rare, life-threatening disorder that can be easily misunderstood, misdiagnosed, or simply missed because it mimics over 15 different disorders.

The symptoms vary from patient to patient, and thus it can become very challenging to diagnose. Symptoms can be as mild as fever or as severe as organ failure and death. Patients may cycle through multiple specialists in their diagnostic journey before getting a confirmed diagnosis.

Marketing Insight

Patients are actively advocating for themselves. By creating a broad-reach, top-of-funnel campaign that appeals to all people searching for answers and providing the tools they need to have informed conversations with their HCPs, we can help to shorten the time to diagnosis.

Solution

We created a disruptive awareness campaign that drove to a comprehensive disease education program to raise awareness of iMCD and drive more accurate and earlier diagnosis in patients.

Miss Diagnosis is an online personality and advice columnist. She has an opinion on everything, but despite her good intentions, she is always wrong. But that’s okay—her goal isn’t to be right, but instead to get people’s attention and drive them to our disease education site, KnowiMCD.com. At KnowiMCD.com patients, caregivers, and even physicians will learn about iMCD’s symptoms and diagnostic journey in hopes of raising awareness and shortening the road to diagnosis.

The key message in the disruptive campaign was: “No one would take Miss Diagnosis seriously, but an iMCD misdiagnosis can be deadly serious. Learn about this rare disease so fewer people go undiagnosed. Visit KnowiMCD.com.”

CAPABILITIES PROVIDED/CAMPAIGN DELIVERABLES
- Strategy
- Media planning and placements
- Social media campaign creation (pages, static, and video posts—organic and paid)
- Video production, including talent search and script/storyboarding
- Website development
- Interactive symptom checker with customized reporting and doctor discussion guide
- All new unbranded assets for sales reps