Pulmonary arterial hypertension (PAH) is a rare and progressive disease with no cure. People with PAH may live years or their entire lives without meeting another person with the same condition. With those key facts in mind, the Janssen Pharmaceutical Companies of Johnson & Johnson and Golin Health created the unbranded Breathe In, Speak Out About PAH (BISO) community for the Meta Platforms (Facebook and Instagram). Breathe In, Speak Out is a campaign that aims to provide patients with a new way to learn about PAH and treatment options, confidence to have proactive conversations with their healthcare team and support network, and motivation to engage in every part of their PAH journey. The Breathe In, Speak Out About PAH social community specifically focuses on elevating the authentic voices of people living with PAH, building patient confidence to drive dialogue with their healthcare team and care partners and calls for people to share their stories which have the power to change lives.
The Janssen Pharmaceutical Companies of Johnson & Johnson and Golin Health hosted a virtual patient advisory board that helped us learn more about their journey after being diagnosed with PAH. This first-person research uncovered topics that matter most to the community and became the cornerstone for our content strategy. The discussion also unveiled the need for an Instagram community in addition to Facebook as many of the participants shared their preference for where they typically go for a sense of community/belonging among other people living with PAH.
The research also exposed a gap – no community existed to help our target audience segment, people whose lives had been severely disrupted by PAH and the severity of their disease, predominantly female, enjoy a trusting relationship with their HCPs and stay connected to PAH information online and offline. No place existed where they could enter and see themselves, someone of their age, disease stage, perspective, or desires. To get our target audience’s attention, connect with them, and be their primary destination amidst existing resources, we had to focus on being relatable to them—that is: not only focused on topics that filled their informational needs, but on delivering them in a way that felt designed specifically for them.
Secondary research included an assessment of competitive unbranded social communities and other disease education social communities that had successfully engaged members. We also explored the roles of caregivers, influencers and advocates. Gaining a complete view of the patient ecosystem/existing resources provided a foundation for successful strategy.
Our highly targeted audience has lived with PAH for some time and are already working closely with their doctors. The Golin Health digital strategy helped the Janssen Pharmaceutical Companies of Johnson & Johnson:
The content strategy was created with our primary research and collaboration with advocates. All content follows these four tenets of relevancy:
With relevant content ready, Breathe In, Speak Out About PAH came to market strong:
Given the BISO Facebook and Instagram pages are not even a year old, having launched in August 2021 and October 2021 respectively, we are proud of the results we’ve achieved with additional growth and extensions to come this year. In fact, the BISO Facebook metrics delivered on our 2021 goals only three months post-launch.
By empowering people with PAH to stay connected and seek additional resources, we created a system that helps them live their best life through community engagement, support and resources. Our program objectives exceeded our initial projections of 4.4K-9.2K clicks to the BISO opt-in page (resulting in 11K+ clicks) and is considered a huge success.