AbbVie is a pharmaceutical company that discovers, develops and markets both biopharmaceuticals and small molecule drugs. It originated in 2013 as a spin-off of Abbott Laboratories.
In 2015 they hired Axon Health to work with them in marketing some new drugs. Since the Argentinean law prohibits laboratories from doing B2C advertising of their products, task wasn’t easy.
Brief: Market a new life changing vaccine for patients with a long term skin disease called Hidradenitis.
Problem: Vaccine has a very high cost.
Insight: We found out people often confused the disease with acne since Hidradenitis tends to look like whiteheads and pimples. These hurt and smell and often complicate the person’s daily routine. Since it’s quite rare, doctors often missdiagnosticate the issue.
Since pharmaceutical companies are banned from advertising, B2C we contacted a skin health non profit organization in order to help us push an awareness campaign. With their help we launched an online campaign that explained the disease through animated videos that would show up as a preroll in youtube. Top newspapers covered the campaign sending traffic to the specially created landing page where people could find further information about the problem. We also created a social media network to post tips, info and mainly respond enquiries.
AbbVie opened pop up centers for people suffering this disease could get free check ups and be diagnosed.
A special congress about this illness took place in order to spread the word and help health professionals further into this matter.
- Content strategy
- Social Media Strategy
- Video crafting
Top newspapers picked up the campaign doing a great coverage about the illness, helping the awarness campaign spread through the country. Pop up centers were a success and a lot of people could finally get the right diagnosis.