Patient Awareness Campaign

Theme website mygoutguide.com

Client
Berlin Chemie

Task
For a brand to work in harmony with a certain lifestyle, it needs patient communication with messages that are as comprehensive as they are clear. The best example: the indication gout, where lowering the elevated uric acid level minimises inflammation. The task of the healthcare advertising agency mcs on behalf of Berlin Chemie: to develop a Desease Awareness Campaign (DAC) that conveys two core themes with a visual link:
1) keep uric acid levels below 6 mg/dl,
2) strengthen the brand identity.

The content strategy must be designed in such a way that an international roll-out is possible from an English master.

Implementation
One of the first steps of our data-based cross-channel marketing process includes comprehensive keyword research. With our professional tools, we analysed the digital environment and developed a keyword cloud. With a detailed channel check, we analysed possibilities for promoting the website. In close consultation with the client and based on the insights of this data analysis, we developed the information architecture of the website. We used editorial content to inform patients about relevant topics related to their condition, thus building trust and proximity to the pharmaceutical company and, indirectly, to the brand. Like the marketing strategy, the creation was also closely aligned with the insights of the data analysis. This resulted, for example, in a striking key visual that fits the website.

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