In Germany, around 4.65 million people living with cancer. Whilst improved awareness, diagnosis and treatments are helping more and more people to survive cancer and live longer, aftercare is in short supply.
The time after therapy can be an emotional rollercoaster, as patients try to manage aftercare, rehab, possible long-term consequences and the thought that the cancer can return. And yet they are expected to just bounce back to normal life.
Research-intensive biopharmaceutical company MSD Sharp & Dohme GmbH (MSD) wanted to demonstrate their commitment to cancer patients and cancer survivors.
Objectives:
Set the agenda for cancer aftercare across the Healthcare industry in Germany
Raise awareness about the challenges faced after cancer therapy has been completed
Improve awareness about the aftercare which is available from MSD
Increase MSD‘s share of voice in Germany
Strengthen visibility and trust among key stakeholders (HCPs, patients, policy stakeholders, employees and talents)
On World Cancer Day, whilst everyone else was talking about therapies, we wanted to highlight that what comes after treatment is just as important: returning to your life and living with cancer after therapy.
Only by demonstrating this is an issue that the public will stand up for and rally to resolve, can we force policy change in government so they change the Health insurance provisions and enforce free aftercare support.
To affect change, we first have to create awareness of the issue amoungst current and post-treatment patients, their families and the wider community . This means creating emotive and engaging content which is likely to be watched and shared.
We put Cancer survivors Monika and Silja at the centre of our campaign and gave them the central voice in 2 documentary films which described their daily challenges, showing the highs and lows of returning to new life.
Execution
Survey developed with 250 cancer survivors, informing campaign content
2 hero films to be featured on MSD’s channels; engaging and sharable
Content hub created & integrated into the client website. The hub provides helpful service content for life after cancer therapy and is the home to the patient stories and survey results.
5 articles around the topic of “life after cancer therapy” for the hub and featured in online media outlets in collaboration with iqDigital over a 2 month period
Two press releases created with different content focuses (public media andindustry media).
4 Influencers, all cancer survivors, enabled us to reach wider audiences. They shared the hero films, created #MySecondFirstTime bucket lists and shared them with their communities
HealthAlign (Paid) pushed the hero films via Facebook and Instagram link ads.
GDN Banners to drive traffic to the owned content hub.
3,000,000 Total impressions (MSD Social channels YouTube, Linkedin, Twitter (organic & paid), HealthAlign channels, Influencer channels, IQ Digital hub, GDN)
600,000 Hero film views
120,000 of these were 100% completed video views – an astonishing number within the context
325,000 unique users reached via influencers
20,000 views on YouTube (both films combined)
10,000 clicks to MSD‘s campaign website
12,500 Engagements
Influencers/Organic Above average engagement rate of 4.5 %
Content Hub IqDigital:
Article views: 14.041 (In two months)
Average dwell time (article): 2:43 minutes (BM: 2:21 minutes)
Teaser CTR: 0,58 % (BM: 0,2 3%)
17.540 Klicks (of which 547 external links (Website))
Engagement-rate: 4,0 % (BM: 1-2 %)
