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Case Studies
FOSRENOL®
Challenge: Due to the complex nature and various complications of hyperphosphatemia, Shire needed an educational, yet engaging way to convey the information to its target audience.
Solution: imc² developed a unique solution that created awareness for patients and healthcare professionals by effectively communicating the disease's progression, symptoms and ways to manage hyperphosphatemia.
Details
Shire selected imc² to help generate pre-launch awareness and interest in FOSRENOL, a new drug in a new drug category. Before FDA approval, Shire wanted to inform and educate consumers and healthcare professionals about the complications of hyperphosphatemia, the risks of not managing it effectively and how to treat it.
To achieve these objectives, imc² implemented VivilogueSM, a highly targeted, rich multimedia experience that created an emotional connection with Shire's target audience. Titled, "A Delicate Balance," the Vivilogue guides users through informative chapters that discuss how the kidneys work, what happens when the kidneys don't work, what causes hyperphosphatemia, how high phosphorus levels can affect the body and how to help control phosphorus levels. Each educational chapter incorporates video, animation and interactive elements.
Deciding to first create awareness among key opinion leaders and the specialist physician audience who treat hyperphosphatemia, Shire and imc² presented "A Delicate Balance" at an industry conference.
Here, Shire offered physicians the opportunity to record a personalized introduction for the Vivilogue. More than 1,900 physicians requested the Vivilogue, with many creating a personalized version. They could then provide the personalized Vivilogue to patients, play the personalized Vivilogue in their offices or send people to the physicians' personal URL for viewing.
Through the Vivilogue, imc² succeeded in creating awareness for hyperphosphatemia and how to manage it. In addition, Shire generated excitement among physicians at the conference, which led to other opportunities for Shire to showcase the Vivilogue and create additional excitement about the impending product approval. Shire displayed the Vivilogue in kiosks at additional conferences, produced it in Spanish and French, offered it as a CD, DVD or VHS and made it available online at www.phosphoruscontrol.com. In addition, once FOSRENOL was approved, the Vivilogue was branded and placed on www.fosrenol.com.
