Adrenal insufficiency is a rare disease that occurs when the body fails to produce enough of a key hormone called cortisol. Insufficient cortisol levels impair metabolism and healthy growth and development. The persistent lack of cortisol can also cause adrenal crisis, which can be life-threatening, causing low blood pressure, low blood glucose, low blood sodium, and high blood potassium.
One treatment for adrenal insufficiency involves hydrocortisone replacement therapy to correct the levels of hydrocortisone that the body isn’t producing.
THE CHALLENGE
Historically, because there wasn’t an approved low-dose hydrocortisone formulation available for children, physicians have had to rely on adult tablets that are compounded by pharmacies or manipulated by caregivers. Manipulating medicine can cause inaccuracy and could result in over- or underdosing.
In September 2020, ALKINDI SPRINKLE became the first and only FDA-approved drug that is designed to provide a safe and accurate path to optimizing adrenal insufficiency control with 4 low-dose formulations. The initial launch campaign for ALKINDI SPRINKLE failed to emphasize the clinical importance of accurate dosing. And we knew we had to change this.
We sought to help healthcare providers (HCPs) and caregivers better understand the appropriateness of the 4 low-dose formulations specifically designed for newborns and children by strategically aligning the importance of accurate dosing within our campaign.
THE GOAL
We targeted pediatric endocrinologists and caregivers whose treatment goals for their pediatric patients with adrenal insufficiency are to prevent adrenal crisis and allow for healthy growth and development. Our goal was to elevate the importance of accurate hydrocortisone dosing in the long-term management of adrenal insufficiency among prescribers while educating caregivers on the potential consequences of inaccurate dosing over time.
The creative solution focused on the key idea of “reaching new heights with the daily rhythm of accurate dosing.” We accomplished this by aligning ideal growth stages of infants and children with age-appropriate hydrocortisone doses.
OUR APPROACH
By visually showing kids in age/height proximity with ALKINDI SPRINKLE “dosing rockets,” we reinforced the flexibility and ability of HCPs to adjust the dose to fit each child’s needs. This visual identity was launched across the website, tradeshow booth displays, and printed and digital educational materials.
GETTING SOCIAL
For the social media campaign that launched in August, we developed a network of patients and caregivers affected by pediatric adrenal insufficiency and launched a targeted paid search campaign on Facebook, complete with boosted posts, ads, and a fan acquisition campaign. This campaign included:
Awareness
Channel growth and brand recognition content detailing symptoms, facts, and stats
Education
Resources to engage diagnosed families, including stories, the science behind ALKINDI SPRINKLE, and support
Conversion
Videos, email sign-ups, and
resource downloads
THE RESULTS
Our market research analysis showed that the “Reach New Heights” concept compellingly outperformed on multiple key performance metrics, including message clarity and likability.
Accounted for
of traffic to
AlkindiSprinkle.com
71%
Impressions
1,727,182
36,403
Link Clicks
“You’re confident that there’s always going to be a dose for each size of the patient you’re dealing with. That’s reassuring. So, you have more confidence in treating your patients.”
– HCP Respondent
”You can see the different stages, you’re secure that as your child grows so you’re not worried about ‘Oh is there going to be something else that I’d have to put them on or something else that I have to do for this?‘ because you know that there’s going to be more for them to get.”
– Caregiver Respondent
