“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 TreatTED.com, 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 TreatTED.com 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.