Senior Director, Consumer and Digital Marketing
Urovant Sciences, Inc.
Showing Up Differently
Ahead of Urovant’s first commercial launch, GEMTESA®—the first new oral branded medication for overactive bladder (OAB) since 2012—Jill Wassil saw an opportunity to address the unmet needs of the OAB patient in a way that hadn’t been done before.
After listening to patients and hearing what was missing from the market, Jill saw the need to change the dialogue around OAB and engage with those who felt alone in their condition. Both those diagnosed and undiagnosed with OAB were hesitant to talk about their condition to peers, but craved connecting with people who also were suffering. Six months prior to Urovant’s first commercial FDA approval, Bladderchatter.com was launched as a one-of-a-kind peer-to-peer community to empower, inform, and support women with OAB. As part of the launch, both eCRM and SMS programs were initiated, driving community engagement.
With the continuous ethos of showing up differently for the best interest of the patient, Jill built a platform that delivered on patient feedback beginning to end. Women within the brand’s target demographic could register and complete their profile to connect with other like-minded women to help destigmatize OAB. Key performance indicators (KPIs) for the campaign were driving visitors and registrations to build a community on Bladder Chatter. Year-end goals were set against the KPIs and by nine months post-launch, goals were surpassed by nearly three times with more than 27,000 actively engaged women with OAB and a 99% retention rate!
Jill’s strong critical thinking skills and solution-oriented demeanor have been key to ensuring that Urovant shows up differently in support of the OAB patient. The task of implementing her vision for the brand was made all the more difficult by launching during the COVID-19 pandemic, but she seamlessly and successfully led her colleagues through her strategy and built strong networks of cross-functional partners to help elevate and execute her plan.
Jill’s tenacity for veering from the status quo allows her to be a true innovator. She influences the industry and provides outside-the-box thinking via digital integrations and unique external partnerships to provide extraordinary experiences for both consumers and HCPs.