For over 20 years, Jazz Pharmaceuticals has boldly created paths for people living with complex disease, innovating to bring solutions and hope to people living with difficult-to-treat cancers and neurological conditions. Spurred by bold science, Jazz wanted to highlight its areas of expertise, explore new ideas to educate and address unmet patient needs. Driven by science with goal of centering efforts around what Jazz delivers for patients, the team set forth to educate and inspire with Pioneering Pathways, an unbranded digital content series, developed to increase recognition of Jazz’s pipeline, showcase innovative research stories and reinforce its pioneering scientific capabilities among key stakeholders.
Proprietary research showed that HCPs are looking to pharmaceutical companies to provide more education and communications about their assets and therapeutic areas. Jazz has been pioneering treatments for hard-to-diagnose conditions, such as for sleep disorders and rare forms of epilepsy, that are not well understood by patients, caregivers and some HCPs. This research uncovered an educational gap Jazz could fill by providing information on mechanism-of-action as well as background on overlooked patient populations for the benefit of the experts who are treating these conditions. That insight fueled the development of Pioneering Pathways.
Pioneering Pathways is an integrated digital storytelling platform that emphasizes Jazz’s pioneering and patient-centric scientific approach and drives visibility through ongoing thought leadership focus areas of scientific innovation, patient centricity and even employee experience. Pioneering Pathways explores several topics and themes, which include interview-style videos and scientific animations, including animation that details the unique mechanism of action of one of Jazz’s oncology pipeline candidates. Episodes feature patients, advocates, patient advocacy groups, clinicians, as well as Jazz leaders and scientists. They highlight the Jazz’s pioneering stories throughout its history emphasizing the organization’s unique approach to putting patients first, being a great place to work and living its shared values.
The series is housed on a designated landing page on Jazz’s website (www.jazzpharmaceuticals.com) to increase engagement with existing Jazz stakeholders and drive to new audiences. Pioneering Pathways is a platform that celebrates Jazz executives and scientists, as well as HCPs, advocates, and caregivers who work together to redefine possibilities for patients, families and caregivers across the world, helping more people live longer, fuller lives.
Pioneering Pathways celebrates Jazz’s unique science and innovation, highlighting its focus on tough-to-treat diseases, and showcasing the human journeys that make Jazz special – generating excitement and pride within the company.
The first episode of the Pioneering Pathways series was strategically launched at the APSS SLEEP 2023 medical congress, the most important annual scientific milestone for the U.S. Sleep Medicine community.
The video series and landing page launch were coupled with organic and paid content on Jazz’s social channels. In 2023, 10 total social media posts across Jazz’s corporate X/Twitter and LinkedIn channels were published, linking to individual episodes and/or the Pioneering Pathways landing page. Organic social content generated 101K combined impressions and 1.9K combined clicks to the website. Paid promotion generated an additional 123K impressions and 1.8K engagements. Most notably, the video view rate of Pioneering Pathways social content was 128%, significantly higher than the 31.85% benchmark observed for other campaigns. In a matter of a few months, the landing page received 1.8K page videos, with most clicks coming from organic searches.
