agency: MicroMass Communications
photo from left: Jessica Brueggeman, senior behaviorist • Kim Levy, VP, strategic planning • Carl Malpass, VP, group account director • Bill Leinhos, director, dialysis clinics, Fosrenol, Shire • Jamie Cobb, executive creative director
When MicroMass was contracted to market Shire's Fosrenol, the drug, which lowers elevated blood phosphate levels, was third in its category. Rather than pelting overburdened docs with even more messages, the agency focused on an underleveraged audience in the space—patients.
The creative team developed a patient-education program using branded board games, cookbooks, crossword puzzles, and word searches, and made them available to patients receiving dialysis treatment at the clinics. "For patients, the dialysis clinic is like a home away from home," says Jamie Cobb of MicroMass. "And so the whole idea of supporting each other and developing a community feel was a big underlying insight that fed into the creative."
The games were an innovative vehicle that enabled health-literate communications by keeping it simple—and at the same time, educating patients about this chronic and complicated disease.