Driving patients to seek diagnosis of a rare condition

Corporate logo of Novartis
White logo for XO, likely a brand or application
Man with a plush monster on his shoulder symbolizing back pain

Key results


increase in quiz completes vs. benchmark


increase in prescription rates for axSpA (6 months post-launch)


unique website users per month

The challenge

Axial Spondyloarthritis (axSpA) is a rare, life-long condition that takes an average of 5-10 years to be diagnosed. Novartis wanted to facilitate early and accurate diagnosis of the condition to help prevent the irreversible damage that can occur if left untreated. Our solution involved leveraging data to develop a highly-targeted social and search campaign that reached the right audience, at just the right time. 

Over 6 months, the campaign was iteratively optimised to prioritise creative assets that delivered highest engagement and the targeting parameters (time of day, location, demographic factors, etc) that resulted in the most positive screens.

Visuals shown are a mock up representations of the campaign, and not final artwork.

A man sitting on the bed suffering from back pain with monster next to him
User interacting with back pain survey on a smartphone
Woman on laptop with back pain monster for an online quiz
Social media post of a dark monster representing back pain
Social media call to action for a back pain quiz with a dark monster
Social media image of a man on a couch with a back pain monster


We deliver work
that works

Acknowledgement of Country

We respectfully acknowledge the Gadigal People of the Eora Nation and the Muwinina as the Traditional Owners of the lands on which our workplaces stand to date and extend this respect to all First Nations peoples, including Elders past, present and emerging.


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