Driving patients to seek diagnosis of a rare condition

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.