The campaigN
Helping Patients Find Their Own Strength
The tone surrounding schizophrenia is crushingly negative. People living with schizophrenia internalize these negative stereotypes and prejudices about their condition and project them inward, creating a crippling cycle of self-stigma. This self-stigmatization prevents patients from seeking help and hinders treatment adherence. In a more practical sense, patients with schizophrenia engage in a daily struggle to manage the uncertainty of their disease.
Symptoms are just one note in a discordant symphony of suffering that is constantly changing. It can be overwhelming and exhausting. So, patients are looking for a simpler, better way to manage their schizophrenia.
We leveraged the input of HCPs, patients, and caregivers to curate insights and address the uncertainty and stigma that those living with schizophrenia deal with every day. At the core of this strategy was a focus on empowerment and a nuanced approach that acknowledged challenges but positioned a patient-forward treatment as the foundation to build stability, opportunity, and growth.
Introducing, the Inner Strength campaign. We built a branded consumer campaign on a platform of transforming self-stigma into self-love and self-care. The campaign aimed to reshape how patients see and talk about themselves—to themselves. To do this, we pulled through the powerful, personal mantra I Got This while setting our hero in situations highlighting the responsibility and positivity of employment, productivity, and social connections. Throughout these settings, we reinforce the core ideas of our campaign with real-life affirmations that give our hero the power to feel his own inner strength.
INNER STRENGTH
BEST Consumer PRINT
A Brand Story Built on Empowerment
The tone surrounding schizophrenia is crushingly negative. People living with schizophrenia internalize these negative stereotypes and prejudices about their condition and project them inward, creating a crippling cycle of self-stigma. This self-stigmatization prevents patients from seeking help and hinders treatment adherence. In a more practical sense, patients with schizophrenia engage in a daily struggle to manage the uncertainty of their disease. Symptoms are just one part of a puzzle that feels like the pieces are constantly changing. It can be overwhelming and exhausting. So, patients are looking for better ways to manage schizophrenia.
At the core of our consumer campaign strategy was a focus on empowerment and a nuanced approach that acknowledged challenges but positioned a patient-friendly treatment as the foundation to build stability, opportunity, and growth.
Our consumer print materials leveraged the Inner Strength campaign to inform, activate, and empower patients while leveraging campaign elements and staying true to our ethos of transforming self-stigma into self-love and self-care. To do this, we used powerful, personal mantras as campaign imagery while setting our hero in situations that highlight the responsibility and positivity of employment, productivity, and social connections.
A key element of our print campaign was the development of versatile materials able to target patients at various touchpoints of the treatment journey—from private practice, to community mental health centers, to in-patient hospital settings. So, by creating a portfolio of robust print assets, we could meet patients where they are and remind them that the strength to improve starts within.
Patient Brochure
The patient brochure serves as the core print marketing piece for the launch and initial promotion of UZEDY. It utilizes our campaign concept, Inner Strength, to combine functional claims and information with aspirational portrayals of patients as they interact with a main element of the concept—personal affirmations. Patients see themselves in social and societal situations that are attainable with an affirmation shown in the background for reinforcement. In addition, given its use as a patient leave-behind, the brochure includes practical tools like tips for talking to your doctor, financial and insurance tools, and a breakdown of the injection experience.
Journal Ad
This journal ad serves as an extension of the patient brochure. It uses our branded consumer campaign with the main hero and story and the secondary hero and setting. A patient-facing health journal was a purposeful choice on our part, considering social media and in-home TV use is cursory for this patient population, so we wanted to cover our bases with a variety of touchpoints. The ad features a combination of efficacy and satisfaction messaging as well as drivers to our patient website.
Discharge Kit
The discharge kit is a collection of patient-facing materials distributed at the time of hospital discharge after a hospitalization that included the administration of UZEDY. The materials include information about the product, ways to schedule the next dose in 1 or 2 months, and more. The objective of the discharge kit is to give patients who were hospitalized with an acute episode or relapse and administered UZEDY information and messaging to help ensure a second dose is received. This targeted asset enabled reaching hospitalized patients in an efficient, targeted manner.
INNER STRENGTH
BEST CONSUMER DIGITAL
Showing What Is Possible
The tone surrounding schizophrenia is crushingly negative. People living with schizophrenia internalize these negative stereotypes and prejudices about their condition and project them inward, creating a crippling cycle of self-stigma. This self-stigmatization prevents patients from seeking help and hinders treatment adherence. In a more practical sense, patients with schizophrenia engage in a daily struggle to manage the uncertainty of their disease. Symptoms are just one part of a puzzle that often feels like the pieces are constantly changing. It can be overwhelming and exhausting. So, patients are looking for a simpler, better way to manage their schizophrenia.
At the core of our consumer campaign strategy was a focus on empowerment and a nuanced approach that acknowledged challenges but positioned a patient-friendly treatment as the foundation on which to build stability, opportunity, and growth.
The consumer digital materials we developed utilized our Inner Strength campaign to inform, activate, and empower patients while leveraging campaign elements and staying true to our ethos of transforming self-stigma into self-love and self-care. To do this, we used powerful, personal mantras as campaign imagery while setting our heroes in situations that highlight the responsibility and positivity of employment, productivity, and social connections. While presenting patients in aspirational portrayals, we also strove to include a mix of product messaging and informational content.
Our portfolio of robust digital assets isn’t just a digitized version of print assets but a purposeful collection of interactive content that supplements other assets to surround patients with hopeful, authentic messages and portrayals.
Website
UZEDY.com is a combination of traditional promotional messaging, practical content, and evolved assets with an inclusive tone aimed at talking with patients—not at them. This layered approach gives patients an introduction to the brand, a look and feel of the concept, an opportunity to dive deeper, and help in practical subject matter like injection scheduling and dosing. Data from a key HCP/patient satisfaction survey is leveraged strategically throughout the site to support various promotional messages. Tools include treatment/injection site locators, a personalized doctor discussion guide, and a section dedicated to finding support in the schizophrenia and mental health communities. Execution of our branded concept, Inner Strength, runs throughout the site, providing valuable connective tissue and reinforcing key promotional messaging.
Banner Ads
As part of our digital offerings for UZEDY, we developed a suite of banner ads leveraging a variety of design and content concepts. Our goal in creating banners with versatile looks and feels was to support an array of promotional messaging in fresh and impactful ways. Whether it was a direct representation of our branded concept, Inner Strength, or more data-driven promotional messaging spun together with data visualizations, our collection of banners wasn’t simply one flavor. Instead, it was designed and executed specifically to its detailed goals.
Phreesia
To reach patients living with schizophrenia at a variety of touchpoints, we partnered with Phreesia to create a point-of-care campaign. This included a custom brand opener and branded opt-in screen that lives on in-office tablets used at check-in and/or patients’ mobile devices; an unbranded follow-up email with click-through to our branded patient website; and a banner ad (placed within the provider-owned postvisit recap).
INNER STRENGTH
BEST Consumer TV
A Love Letter to Inner Strength
The tone surrounding schizophrenia is crushingly negative. People living with schizophrenia internalize these negative stereotypes and prejudices about their condition and project them inward, creating a crippling cycle of self-stigma. This self-stigmatization prevents patients from seeking help and hinders treatment adherence. In a more practical sense, patients with schizophrenia engage in a daily struggle to manage the uncertainty of their disease. Symptoms are just one part of a puzzle that often feels like the pieces are constantly changing. It can be overwhelming and exhausting. So, patients are looking for a simpler, better way to manage their schizophrenia.
We leveraged the input of HCPs, patients, and caregivers to curate insights and address the uncertainty and stigma that those living with schizophrenia deal with every day.
At the core of this strategy was a focus on empowerment and a nuanced approach that acknowledged challenges but positioned a patient-friendly treatment as the foundation on which to build stability, opportunity, and growth.
Discover the Inner Strength campaign. We built a branded consumer campaign on a platform of transforming self-stigma into self-love and self-care. The campaign took aim at reshaping how patients see and talk about themselves—to themselves. To do this, we pulled through the powerful, personal mantra I Got This while setting our hero in situations that highlight the responsibility and positivity of employment, productivity, and social connections. Throughout these settings, we reinforce the idea of inner strength with real-life affirmations that give our hero the power to feel his own inner strength.
Inner Strength Video Ad Campaign
How do you build a brand that connects with patients and encourages them to aspire for more, all as an emerging long-acting injectable (LAI) in a crowded schizophrenia market? For UZEDY, it began within. To reduce self-stigma and spark empowerment, we wanted patients to find hope and affirmation in the world around them.
So, we found a director who shared our vision and passion. We curated a cast dedicated to conveying the authentic experience of people living with schizophrenia. We aimed to inspire patients to find their inner strength. The video is a living, breathing manifestation of our branded concept and our love letter to the belief that patients can find their inner strength with a stable, effective LAI treatment.
BEST Consumer SOCIAL
Optimizing Awareness to Audience
The tone surrounding schizophrenia is crushingly negative. People living with schizophrenia internalize these negative stereotypes and prejudices about their condition and project them inward, creating a crippling cycle of self-stigma. This self-stigmatization prevents patients from seeking help and hinders treatment adherence. In a more practical sense, patients with schizophrenia engage in a daily struggle to manage the uncertainty of their disease. Symptoms are just one part of a puzzle that often feels like the pieces are constantly changing. It can be overwhelming and exhausting.
At the core of our consumer campaign strategy was a focus on empowerment and a nuanced approach that acknowledged challenges but positioned a patient-friendly treatment as the foundation to build stability, opportunity, and growth.
The consumer social materials we developed utilized our Inner Strength campaign to inform, activate, and empower patients while leveraging campaign elements and staying true to our ethos of transforming self-stigma into self-love and self-care.
The goal of our social media offerings was to reach patients living with schizophrenia via different channels with varied purposes. In doing so, we created impactful content with a variety of tones and functions. Research and listening informed us the r/schizophrenia community was a strong and educated social group ripe for authentic branded messaging. So, we produced the first-ever Reddit megathread for a branded pharmaceutical product and a collection of Reddit in-feed posts to drive traffic. In addition, we created dynamic in-feed and story ads on Meta, leveraging static and video content from our Inner Strength campaign.
Reddit Megathread
The r/schizophrenia community was a natural fit to leverage social content thanks to the Reddit platform’s capability to house and highlight longer-form content and the earnest nature of its members. So, we leaned into those aspects and created the first-ever Reddit megathread for a branded pharmaceutical product. The megathread presented a variety of information, equaling our patient brochure or website both in breadth and depth, while also serving as an anchor for other in-feed ads we ran across the r/schizophrenia space. Since one of the most valuable assets to leveraging Reddit was its audience, we made great efforts to craft the tone and style of our content similarly to other content on the platform.
Reddit Promoted Posts
These promoted posts run across the r/schizophrenia subreddit as well as the entire Reddit platform. They were a valuable driver back to our branded megathread and the external consumer site. Since the branded megathread was a unique offering that could provide greater depth of information, we focused these in-feed ads on quick, actionable content that would garner click-throughs. They served as a valuable piece to our strategy of leveraging social content on Reddit due to its platform-specific alignment with our patient demographics and the robust nature of the schizophrenia subreddit.
Meta In-Feed/Story Ads
We addressed several different tones and messages through the in-feed and story ads developed for Meta platforms (Facebook and Instagram). We partnered with our internal social media experts to create ads that felt native to both the platform and specific placement—all to stop the scroll and gain the attention of people living with schizophrenia. Since story ads can have a lighter tone, we took the opportunity to create content with static video clips, which aligned with the mood and tenor of that placement. For in-feed ads, we structured content in a range from promotional messaging to campaign-specific with corresponding imagery. As a black box drug, we also overcame certain inherent limitations to present branded, claims-based messaging in social content.