Genentech
Amplifying the voices of MS patients to prepare a market for launch
Brief
In preparation for its first MS therapy, OCREVUS, Genentech wanted to showcase its dedication to MS by launching a patient-centric digital campaign ahead of the launch. MS Voice was created to empower patients to share their experiences with the disease and engage with other patients. Given the competitive landscape, the campaign had to be game-changing to stand out and build audience trust.
Services
- Digital strategy
- UX design
- Visual design
Deliverables
- Campaign identity
- Patient unbranded website
- Social campaign
- Email campaign
- Design system
- Built on AEM
Approach
Research revealed a unique opportunity to engage active patients online and through social media. Given the target demographic’s wide age range, Facebook emerged as the optimal platform for delivering meaningful information to engage with them at pivotal moments in their journey.
The creative strategy centered on amplifying MS patients’ voices, positioning them as heroes brought to life through a bold visual identity. Pivoting off the campaign’s tone, the unbranded website played a crucial role as one of the primary conduits to social media channels.
Facebook was leveraged as the core of a broader ecosystem, complemented by a YouTube channel and other digital channels to expand Genentech’s footprint in the MS market.
The patient community received emails promoting live meetup events nationwide, aiming to deepen connections and boost participation in the program.
