Hidradenitis suppurativa (HS) is a rare condition that affects approximately 200,000 people in the United States. HS is a chronic skin condition that causes small, pea-sized bumps to develop, typically around the groin, armpits, bottom, and breasts. The bumps are painful and occasionally lead to infection; and, if infected, the bumps may ooze pus and lead to more infections. HS is often misdiagnosed as acne or ingrown hairs. Currently, there is no diagnostic test for HS. Instead, physicians diagnose HS through the process of elimination by running tests for infectious conditions. If the tests are negative for the infectious diseases, then it is likely HS. The exact cause of HS is unknown, and it is not infectious nor linked to poor hygiene, but about one third of patients report a family history of the condition.
There is no known cure for HS, but there are many treatment methods. However, even with a variety of therapies, many patients often need to try multiple treatment options before finding a plan that works for them. That’s why physicians are exploring new, potentially better treatments for HS, and we enthusiastically supported a single research site in recruiting and retaining HS patients for a study researching the safety and effectiveness of an investigational treatment injected under the skin. We met our client’s goal number of referrals by running highly targeted campaigns and adjusting our strategy when needed.
Clinically Media's Solution
The first step of every new project involves extensive research on the indication. Thus, the Clinically Media team began by researching HS and the patient. This information served as a foundation for the messaging, images, and outreach strategy. Moreover, we promote diversity and inclusion in all we do, and that includes our advertising materials and strategy. We ensured diverse representation in messaging and audience targeting. Through close monitoring of the advertisement’s performance and adjusting strategies as needed, we sent 15 pre-qualified referrals to the research site, meeting our client’s goals.
- Weekly updates to advertising images and captions to avoid saturating audiences
- Retargeting audiences through website traffic and analytics
- Adjusting strategies to connect with support groups on social media
- Building audience segmentation based on study’s inclusion criteria and site location
- Inclusive and diverse patient representation in advertising materials and audience creation