PM360 2021 Trailblazer Awards Social Media Campaign Silver Winner Janssen Biotech, Pharmacyclics, and MicroMass, An Ashfield Health Company

Know Your CLL (Janssen Biotech, Pharmacyclics, MicroMass, An Ashfield Health Company)

Most people are diagnosed with chronic lymphocytic leukemia (CLL) at around age 70. While CLL is the most common type of leukemia in adults, doctors tell many patients that since CLL can be slow-growing they must “watch and wait” to see when they would be ready for treatment.

MicroMass performed an in-depth behavioral analysis to understand key patient and caregiver challenges and then applied those learnings to the Connect On CLL Facebook page—the cornerstone of the “Know Your CLL” multichannel unbranded initiative. The page fulfilled an unmet need by providing watch-and-wait patients with evidence-based education, tools, and resources that help them build the skills necessary to take an active role in their care. The community also provided social and emotional support to build confidence and promote self-advocacy among individuals living with CLL.

So far, the page has amassed 7,500+ likes and increased site traffic to


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