Summary

Pneumococcal Disease (PD) is a serious but preventable condition that can affect those already struggling with chronic diseases such COPD, Diabetes or Heart Disease. Many may have little awareness that their chronic condition puts them at increased risk for PD.

The insights from a multi-phase behavioral research plan, relying heavily on Behavioral Economics and designed to accommodate subjects with certain chronic conditions for whom travel was sometimes challenging, were the foundation of the Chronic Fighter Campaign. "Chronic Fighter" was developed to address the irrefutable insight that "My Doctor and I are so preoccupied with my chronic disease that PD is never even brought up." More specifically, the campaign is intended to increase awareness of Pneumococcal Disease (PD) by educating adults under the age of 65 with certain chronic conditions about their increased risk for PD. The centerpiece of the campaign was a branded video that was utilized across TV, digital and social tactics. Other elements of the campaign included email, banners, social posts and print, in-office and in-pharmacy messaging. There were also partnerships with condition-specific organizations and representative-delivered messages directed to healthcare providers and pharmacies.

Consumer Insight