How we brought people living with HIV and their doctors closer together
An awareness campaign for people with HIV and healthcare professionals
A creative concept, translated into an empathetic video
MSD (known as Merck in the US and Canada) is one of the world's leading biopharmaceutical companies and has been contributing to the improvement of global health for over 130 years. To this end, MSD develops medicines and vaccines; but it also takes the lead in research and prevention in the field of cancer, infectious diseases, and animal diseases. Together with MSD, we also developed an awareness campaign around melanoma.
Many people with HIV consider weight gain, feelings of depression, sleeplessness and lipid disorders to be normal consequences of their disease, when in fact they are not. They often do not feel well, but are more likely to link this to their disease than to their medication, while in some cases it is in fact this medication that causes the symptoms.
MSD asked iO to set up a campaign that would make the target groups — both patients and general practitioners — aware of the possible link between symptoms and treatment.
The aim of the awareness campaign was to motivate both patients and GPs to enter into dialogue with each other and, if necessary, to discuss the current treatment; to evaluate it and adjust it if necessary. As such, our awareness campaign has the potential to indirectly improve the quality of life of HIV patients.
HIV treatment may not guarantee a carefree life, but tailor-made treatment can significantly increase the likelihood of bearable symptoms. We translated this thought into a concept:
You have HIV and you don't feel well?
Talk about it with your doctor.
The red balloon symbolises customised treatment as an opportunity for the target group to reduce their symptoms. The possible way out that was there all along, but which they simply could not see — until someone with knowledge showed them the way.
The emotional aspect is a trigger. It's just that little push that the target group needs to take the step. And for a message to land, you need a medium that amplifies emotion. That is why we chose video as the primary format.
In addition, you must be aware of where your target group is and how you can reach them. The right message must be sent on the right channel at the right time. Therefore, we set up a carefully designed flow with a landing page for each target group as the central hub. To lead them there, we created advertisements on social media, posters, an email campaign, etc. Always with a positive message and imagery. The problem was always the starting point, but the possible solution was the focal point.
We help the pharmaceutical industry go digital
Citizens expect the same seamless experiences from healthcare as they do from other industries. Our experts help you place patients front and centre with data, successful apps, and clear communication.
- Today brands create content every single minute of the day and have a thousand ways to communicate that they are in tune with their customers' changing needs and desires. But a great content strategy is not about a series of one-shots, and it’s not about ‘doing video’ or ‘going social’ either. If you really want to capture people's attention and turn it into a lasting relationship with your brand, you need to make a genuine connection. Sabrina Bulteau, Strategy Service Line Director at iO Brussels, helps you well on your way in your new adventures in content marketing.
Why good digital design mattersAs we live in a society where ‘always-on’ is more than just a buzzword, brands can’t afford to bore people. People will only listen to you if you deliver a great experience, and as a brand you have to speak to their needs, their experiences and their humanity. You need to put yourself in their shoes: what do they love and hate? By doing so, you stand a better chance of getting them involved in your message and making them feel moved.
Smarter innovation through Design ThinkingResearch demonstrates that companies that shape products and services, in a co-creative process with their end users, can benefit from as much as a 32% higher revenue growth than their competitors, over 5 years. It’s little wonder that Design Thinking — a solution-oriented methodology, in which issues are defined directly from listening to the needs of the end user — is gaining ground. Bas van Dun and Dylan Fanego, digital strategy consultant and UX designer at iO, explain: "Sometimes the solution does not lie in the app or website that you initially had in mind".