Challenge
The objective was to ensure that the clinical community understood the association between disease pathophysiology and the mode of action of a new treatment entering an already crowded market. We needed to educate a diverse audience on the scientific role of specific cytokines in the inflammatory pathway.
Solution
The bold, visual campaign broke the disease pathophysiology down using an analogy of electric circuit boards. Animation content, in parts accompanied with video commentary by clinical experts, was led by the audience’s need for clarity, not simplification, of the scientific story. Associated interactive resources were made available on a web microsite and a virtual congress booth.
Outcome
Content was shared with more than 11,700 different healthcare professionals. The average click-through rate was 0.32% (benchmark 0.10%). Around 83% of those who started playing the animation watched it through to the end. Users reported a 17-point increase in their understanding of cytokines.