2018
2018
S. Takeda
S. Takeda
Promotion
Digital
Website
Website
2018
S.Takeda
Digital
Website
Product promotion (Global) in an extremely rare disease.
CONTEXT / DEMAND
SCPCD (Severe Congenital Protein C Deficiency) is an extremely rare disease. If undiagnosed, becomes a fatal disease that occurs in new-borns. Currently there is a need for not only proper diagnosis but appropriate early management once diagnosed
Ceprotin is the only product on the market, worldwide, that is indicated for the management of SCPCD. A protein C concentrate that when used in critical care of neonates with this condition can prevent fatal outcomes.
CONTEXT / DEMAND
SCPCD (Severe Congenital Protein C Deficiency) is an extremely rare disease. If undiagnosed, becomes a fatal disease that occurs in new-borns. Currently there is a need for not only proper diagnosis but appropriate early management once diagnosed
Ceprotin is the only product on the market, worldwide, that is indicated for the management of SCPCD. A protein C concentrate that when used in critical care of neonates with this condition can prevent fatal outcomes.
METHODOLOGY
We used the mUx methodology to create the most efficient digital ecosystem including the SCPCD website. Two workshops were done with our mUx team composed of User eXperience consultants and Medical Project consultants. Key people at Shire were of course involved and provided very accurate insights about the targets’ behaviours so we did not have to conduct ‘User Research’.
SOLUTION
The result was a responsive website that was user friendly and provided the key messages of the promotional campaign at first glance utilising the strong imagery of the overall Ceprotin campaign. The architecture and segmentation of content allowed for easy piece-meal information to be provided to the users so they could easily grasp the use and indication of Ceprotin backed with relevant clinical evidence.
SOLUTION
The result was a responsive website that was user friendly and provided the key messages of the promotional campaign at first glance utilising the strong imagery of the overall Ceprotin campaign. The architecture and segmentation of content allowed for easy piece-meal information to be provided to the users so they could easily grasp the use and indication of Ceprotin backed with relevant clinical evidence.
