The MND Association needed a campaign to show these HCPs what to look out for and when to refer to a neurologist.
The problem was that HCPs thought MND was less common than it really is. So we needed to show them that they were mistaken.
We had 2 clear objectives with this campaign:
- Convince HCPs who MND is more common that they think
- Persuade HCPs to visit a microsite and download the Red Flags Symptom Tool
We partnered with Fendix Media to target HCPs in the place we knew they’d be – the NHS intranet.
Say hello to Gary, the face of the campaign. His message was simple: You’re more likely to meet someone with MND than a person named Gary.
Gary featured on a digital banner campaign hosted on the NHS intranet, directing HCPs to a microsite where they could download the MNDA’s red flag tool, helping them recognise the signs of MND and who should be referred.
The microsite was coded with Google Analytics to track and record user engagement and behaviours with the content. And users could engage and interact with hotspots for more info on symptoms and how patients feel about them.
Gary was a hit from day one
more clicks than average for the channel in the first 24 hours
of HCPs that clicked through downloaded the tool
HCP visits in 3 months, with a conversion rate of 24%