Dare to reach
Living with MS through proper treatment and yoga
Published: 10 Feb 2011
Client: Biogen Idec
Agency: GCI Health
Campaign: MyMS Yoga
Timescale: January 2010 to present
A quick look
The full value of TYSABRI, a highly effective treatment for multiple sclerosis (MS) co-marketed by Biogen Idec and Elan Corporation plc, was not fully understood by physicians and MS patients. MyMS Yoga, a modified yoga program and free patient education DVD, coupled the power of the patient experience with compelling data to showcase the unique benefits of TYSABRI to key audiences through multiple channels. Results were overwhelming in bringing MS patient awareness and TYSABRI efficacy to life in a highly visible way. Ninety-two TYSABRI starts can be attributed to the MyMS Yoga program.
Challenge
GCI Health was tasked with generating brand awareness by increasing patient understanding of the efficacy of the multiple sclerorsis (MS) drug TYSABRI, securing campaign and brand coverage in print, broadcast and social media channels and increasing enrollment in the Biogen Idec consumer relationship marketing (CRM) database.
Solution
Research revealed growing evidence that yoga not only helped with MS symptoms but is also increasingly incorporated as a part of therapy.
GCI Health conceptualised MyMS Yoga, a campaign to link TYSABRI to the revered practice of yoga and highlight the possibilities rather than the limitations of living with MS through proper treatment and yoga.
Baron Baptiste, world-renowned yogi and author, was partnered with leading neurologist Dr Elliot Frohman to develop a modified yoga program and free DVD, which included treatment information. The DVD featured three classes for varying levels of ability, with poses to enhance strength, balance and control. All of the participants in the DVD were MS patients who were being treated with TYSABRI, therefore the DVD was both relatable and credible.
The campaign was an aggressive multi-pronged media effort that included a national and satellite media tour, a special class for long-lead publications led by Baptiste, and outreach to wire, print, broadcast, online influencers and MS-focused third-party organisations.
The website MyMSYoga.com served as the campaign call to action for more information about the program, the free DVD, disease management and branded treatment options, and efforts designed to engage patients. To receive the DVD, visitors were required to create a personal profile that was captured in the CRM database.
Results
Ninety-seven per cent of the original coverage included two or more key messages. Tonality was 99 per cent positive. 183 patients and 70 caregivers attended local events. Sales representatives reported MyMS Yoga materials facilitated conversations with healthcare providers who previously did not accept appointments.
Overall message penetration of TYSABRI was 80 per cent (goal: 75 per cent). Audience reach was nearly 360m with 618 stories through national and local coverage via print, broadcast, online outlets and social media.
Nearly 9,000 new registrations were seen in CRM database, more than 9,000 DVDs were ordered, and a database shows a direct link from 92 DVD orders to submission of forms to start TYSABRI.
Client verdict
Feedback from Biogen Idec, including its senior executives, continues to be overwhelmingly positive, with additional funding provided for ongoing programming. Recently, the chief operating officer mentioned the impact of the MyMS Yoga campaign during a quarterly earnings call with investors.