PM360 2021 Trailblazer Awards Direct-to-Consumer Campaign Silver Winner Horizon Therapeutics and AREA 23, An IPG Health Company

“Storied Eyes” Campaign (Horizon Therapeutics, AREA 23, An IPG Health Company)

Thyroid Eye Disease (TED) is a rare condition that affects 15,000 to 20,000 Americans annually with acute, moderate to severe disease. It can cause eye pain, disfigurement, emotional isolation, and severe vision impairment. Although some symptoms could be treated temporarily before, there hadn’t been a treatment designed specifically for TED—until now.

The Horizon Therapeutics team sought to connect as many patients as possible to a treatment plan. They devised a campaign based on patient descriptions of six TED symptoms.

The campaign ran broadcast and online video, display, and radio ads that pointed patients to, a website with information on a treatment option and other resources.

In less than six months from launch, the ads drove 157,000 unique visitors to where they used the TED Specialist Finder 7,337 times to find a physician. More than 1,000 patients completed therapy by the end of 2020.


You May Also Like

ELITE 2021 Talent Acquisition Leader Michelle Edwards of Heartbeat

Michelle Edwards Vice President, Human Resources Heartbeat Putting the Humanity in HR People are ...

PM360 2021 Innovative Strategy allegro. from Ashfield Health

allegro. Ashfield Health Nicky Griffin, Program Director, allegro. A scarcity of medical writers ...

An ELITE Industry Gets New Appreciation

Pharma’s public reputation has never been great, but that is starting to change: 40% ...