Finalist
Target Proteinuria
Summary of work
IgA Nephropathy (IgAN) is a rare renal disease where patients reach end-stage kidney disease in the prime of their life. Though many nephrologists agreed proteinuria (protein in the urine) was an indicator for disease progression, the fact that it is also a driver of disease was not universally believed. Our mission is to bring proteinuria to the forefront of detection of disease and disease progression, to support nephrologists to act earlier to protect their patients’ kidneys.
Existing market research with specialist nephrologists didn’t provide the depth of insight we needed. Therefore, we conducted extensive qualitative research to identify most-used channels and most-valued content among this audience, as well as audience segments based on levels of awareness. A multichannel campaign with a ‘journey of content’ was implemented – driving engagement with each type of audience to ultimately drive behavioural change.
The campaign exceeded targets, outperforming industry benchmarks. Latest market research shows 88% of nephrologist across EU5 agreed that reducing proteinuria below 1g per day would result in improved kidney survival. The learnings from this campaign have been used to optimise future media campaigns and have paved the way for a broader omnichannel brand campaign that has since launched.
Judges’ comments
‘Target Proteinuria’ was well articulated, with a clear overview of the situation and the need to educate nephrologists about the requirement to act urgently when proteinuria is seen. It had a well-defined overall goal, building on market research, with a large-scale study done to really understand nephrologists’ digital behaviours, identifying channels. The engagement stats were impressive, and market research showed a high percentage of nephrologists agreed that reducing proteinuria would improve kidney survival.
