Building disease awareness across 11 European countries
How to engage thousands of doctors on a rare disease
We were recently tasked with the challenge of educating specialists on a rare hematology condition. Through close collaboration with key opinion leaders (KOLs), we developed a 10 minute disease awareness video, localized it into 11 languages and shared it to our hematologists and GPs. This case study highlights how we successfully bridged knowledge gaps, improved access to care for people with rare diseases, and enabled healthcare providers to make a real difference in managing acquired aplastic anemia.
Our main objective was to increase the knowledge of:
1 Hematologists in the diagnosis and management of this rare disease, which affects 2–6 new patients per million population annually.
2 Primary care physicians about this disease to help determine the clinical signs and laboratory parameters that should influence the decision to refer the patient to an expert center for definitive diagnosis and treatment.
Our campaign successfully addressed the challenges of limited scientific knowledge and delayed diagnosis in rare diseases, educating 12,000 medical professionals across 11 countries in just six months. With short-form educational content, we generated over 140 hours of viewing time, watched by thousands of doctors across Europe. Italy leads in engagement, and watch time continues to grow. While medical knowledge often can't be packaged into easily consumable social media videos, it can be made more interesting. And the more niche the topic, the harder we have to try if we want to meaningfully impact the lives of patients with rare diseases.