The brief: Tell Katie’s story from her rise to Broadway stardom to her diagnosis of a rare genetic disorder, and her successful return to the stage after a new and novel treatment makes it possible. Through Katie’s story give hope to thousands of patients with the same rare condition.
Video is essential in a peer to peer campaign – it engages the audience directly, offering them a compelling connection to the subject, issue or brand.
Katie’s story headlined a campaign that included included B2C and B2B components. She performed at the annual conference of the Society of Interventional Radiology and the gala celebration, and her story was the talk of the conference that year. The program resulted in increased clinical awareness in the radiology specialty and national publicity for patients; a ‘find a physician’ online locator helped patients find physicians offering the new treatment.