STRATEGY, CREATIVE, DEVELOPMENT, PHOTO & VIDEO PRODUCTION
HEALTH & WELLNESS
53,132
Site Visitors
9,309
Survey Completions
18%
Survey Participation Rate
64%
Research Opt-In
Giant Propeller’s attention to detail really set them apart. They were able to immerse themselves in our world, and the marketing was heavily effective – their awareness campaign resulted in a 576% increase in results.
ANDREW DUGGAN
LUNG STORY
Solutions.
Build a diagnostic support platform to serve as a new destination and brand for respiratory health. The platform will offer symptom surveying, education, support, and community. It will serve an early symptomatic audience by communicating the urgency of proper treatment as well as deploying engagement tools that will empower people to take action and get appropriate medical care. By utilizing our proven ability to find and reach early symptomatic patients and caregiver populations, we can promote our platform and its resources free of charge to people most in need.
Market Research
Prior to deploying LungStory we needed to better understand the market for respiratory health in America. As it turns out there was very limited information on the relationship between respiratory disease prevalence and geography. By combining national healthcare data with direct-to-consumer marketing tactics to discover potential target audiences for our diagnostic support solution our respiratory health research led us to discover the prevalence of chronic respiratory disease disproportionality affecting certain states in America.
Building A Brand
To ensure that we were creating more than just a symptom survey tool we set out to design a destination for diagnostic support. This destination needed a feeling of trust and approachability that would invite users to feel comfortable sharing their information and offer resources they would find valuable. What we needed to build was a brand for respiratory health. The brand we built around our product was LungStory. This direct-to-consumer approach utilizes our expertise in marketing and brand positioning to create connection to users. Our brand is built around storytelling and how people find understanding and guidance through a narrative experience that reflects their own personal journey.
Product Development
Working with our stakeholders that included patients, caregivers, clinicians, and epidemiologists, we built a symptom survey tool designed to catalogue user’s symptoms, exposure and medical history. This information was then packaged with questions and best practices for users to share with their doctors in a brief, one page symptom summary report.
Content Creation
Presenting respiratory health information and guidance in consumer-facing, user-friendly, content formats allowed our platform to engage audiences more broadly and effectively. In order for us to activate audiences to be better advocates for their own respiratory health we needed to produce helpful information in the form of easily consumable content. Traditionally, healthcare content is presented in dry, formulaic methods that few people read, engage with, or share. To make a true impact on improving time to diagnosis for PF and other CLDs we need to express our messages through engaging content that utilizes the techniques and methods of more broadly popular and widely consumed content vehicles.
Results.
The results of this initiative prove that their are significant benefits to taking a
direct-to-consumer marketing approach in the healthcare space. By treating our potential users as consumers, rather than patients, LungStory was able to efficiently find, engage, and drive action in their target population.
53,132
Site Visitors
9,309
Survey Completions
18%
Survey Participation Rate
64%
Research Opt-In
Platform Performance
Of the several thousand individuals that took the LungStory symptom survey we learned some valuable insights into who our campaign reached and what their symptomatic experience entailed. Overall, LungStory was highly effective at finding people with chronic and potentially serious respiratory health symptoms.
User Reviews and Social Media Commentary
Our follow-up survey of LungStory survey participants revealed that the platform was successful in helping people receive a more timely diagnosis for their symptoms. On the right is a small selection of comments and emails we received during the release.
The result was immediate – conversion rates increased, bounce rates decreased, and the website was an overall success.
