Summary of the marketing challenge, methodology, insight discovered, creative execution and business impact.
Hypertrophic cardiomyopathy (HCM) is a heart disease that can get worse over time and can result in life-limiting symptoms and serious complications, including heart failure.
What's remarkable, though, is that most people don't even know they have HCM. While reported prevalence suggests 1 in 200* to 1 in 500† people in the general population have HCM, most patients remain undiagnosed.
To truly speak to people suffering with undiagnosed HCM, a campaign with an authentic voice was needed. A suite of market research projects...