Digital hemophilia awareness campaign for HemoTV

HemoTV is the audiovisual content channel of the Argentine Hemophilia Foundation, aimed at patients, families and healthcare professionals. The campaign was driven by Pfizer.

Hemophilia is a rare disease, and that defines the problem: the channel's natural audience is small and already informed, so growing means reaching beyond the patient community.

And outside there are three audiences with nothing in common.

• Patients and families: looking for concrete information on living with the condition.
• Healthcare professionals: needing clinical content and reachable through other channels.
• General public: not searching for anything about hemophilia, so you have to reach them unprompted.

A single campaign for all three speaks badly to each one.

A plan was designed with three audience clusters, each with its own channel mix and segmentation.

The campaign ran from December 2018 to April 2019, with continuous implementation, optimization and maintenance.

Patients and general public

• Facebook and Instagram segmented by health interests.
• YouTube with in stream, discovery and bumper formats, plus Display network and Gmail campaigns.
• Search network to capture whoever is actually researching the condition.

Healthcare professionals

• LinkedIn video ads targeted at physicians and nursing staff.
• Display on managed placements, chosen rather than automatic.

Measuring beyond the media buy

• Periodic performance reports with banner redesign based on what worked.
• Social listening dashboard monitoring mentions, hashtags and sentiment about the campaign and the channel, across social and media.
• That shows whether the conversation grew, not just whether ads were served.

Architecture and technology

• Media across Meta, YouTube, Display, Gmail, search and LinkedIn, with creative per audience.
• Social listening dashboard across social networks and media.
• Video formats differentiated by objective: in stream for depth, bumper for reach.

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The content reached hundreds of thousands of people outside the patient community, and the channel gained an audience of its own.

Starting point

• Channel with an audience limited to the patient community of a rare disease.
• No differentiated segmentation by audience type.

Results

• 12.5 million impressions and 362,278 views on YouTube.
• 4,269 new channel subscribers.
• 432,149 people reached on Facebook and 356,369 on Instagram, with 348,822 interactions.
• 3.2 million impressions and 15,800 clicks on Display, plus 8,698 clicks on search.

Strategic impact

• Splitting into three clusters allows speaking to a physician and a patient without one piece half serving both.
• The listening dashboard measures whether the conversation grew, which is the real goal of an awareness campaign.