Crohn’s & Ulcerative Colitis

Part
01
of one
Part
01

Crohn’s & Ulcerative Colitis

Pharma-funded unbranded disease state awareness campaigns for Crohn's & ulcerative colitis include IBD Unmasked, sponsored by Takeda (which markets Entyvio), and the UC Narrative, sponsored by Pfizer.

#1: IBD UNMASKED

  • In 2016, together with the Crohn's and Colitis Foundation of America and Marvel Custom Solutions, Takeda created its first-ever superhero, Samarium, to create awareness about the many people who suffer from IBD and hide their disease.
  • The campaign aims to encourage IBD patients to have the needed "raw and real conversations" with healthcare professionals, family, and friends, to raise awareness and understanding about the disease in a bid to get the best care.
  • The graphical illustration series went on to feature a team of five superheroes, called The Unbeatables, including Samarium, Switchback, Luminaria, Datawave, and Rubblerouser, all fighting against their enemy, Technonaut.
  • Some of these superheroes have Crohn's disease, while others have ulcerative colitis.
  • The final two chapters of the series were released in 2017. However, the series is still viewable globally on the campaign's website.
  • For each view of the graphic illustration series, Takeda will donate $1 to the Crohn's and Colitis Foundation of America, up to $25,000.
  • Although Takeda markets Entyvio for the treatment of IBD, the disease awareness campaign does not mention the brand.
SPONSOR:
CAMPAIGN CHANNELS:
  • Graphic illustration series on the campaign's website, digital paid ads, and social media shares
SUCCESS METRICS:
  • According to Takeda's spokeswoman, the initial response to the campaign was "incredibly positive" from patients.
  • She said that "even when you work in a heavily regulated environment, you can still be creative and create something interesting and compelling enough for people to want to share it."
IMAGE LINK:
  • Here is a link to screenshots of the graphic illustration series.

#2: UC NARRATIVE

  • The UC Narrative is a global initiative developed by Pfizer, in conjunction with the Crohn's & Colitis Foundation, for the purpose of engaging the UC community to help shed light on how ulcerative colitis impacts people living with the disease.
  • The initiative's first project involved a survey of 1,254 gastroenterologists and 2,100 adult UC patients from ten countries, including the US.
  • The initiative brings together people living with ulcerative colitis, "leading gastroenterologists, IBD nurses, a psychologist, and patient organizations, including the Crohn's & Colitis Foundation in the US" with the aim of turning the insights learned from the survey into actions that can help recognize real-world needs and cares about living with ulcerative colitis.
  • There was compensation for patients and physicians who qualified for and successfully finished the survey.
  • The preliminary findings from the US surveys were announced during the Crohn's & Colitis Congress that took place in Las Vegas in January 2018.
  • Infographics from the feature tips to aid ulcerative colitis patients to have more beneficial conversations with gastroenterologists.
SPONSOR:
CAMPAIGN CHANNELS:
SUCCESS METRICS:
  • The results of the survey provided facts, valuable insights, and perspectives of ulcerative colitis patients, filling knowledge gaps that could impact the health of people living with the disease.
IMAGES:

RESEARCH STRATEGY

During our research, we searched for unbranded disease state awareness campaigns for Crohn's & ulcerative colitis sponsored by any of Abbvie (which markets the drug brand, Humira), Millennium (which markets the drug brand, Entyvio), Janssen (which markets the drug brand, Stelara), and Pfizer (which markets the drug brand, Xeljanz). While searching for such campaigns sponsored by Millenium, we found that the search results pointed to Takeda. We then researched on Takeda to determine its connection to Millenium and found that Takeda acquired Millenium in 2008.

Further confirming the connection with Millenium as relates to this request, we found that Takeda markets the IBD drug brand, Entyvio. Also, according to the website for Entyvio, it is a trademark of Millenium, which used under license by Takeda Pharmaceuticals America, Inc.

Based on these findings, we substituted Millenium for Takeda, providing a case study on the relevant unbranded campaign sponsored by Takeda.

Sources
Sources