The Perfect 10
MicroMass
BRAND Exjade CLIENT Novartis
FROM LEFT: Kelly White, senior behaviorist, Rich Patterson, VP, group account director, Peter Ng, brand director, Michele
Lashley, director, content services, Dean Logan, creative director
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Novartis came to MicroMass looking for a way to increase the number of patients taking a serum ferritin test, which measures
the amount of iron in a person's blood.
Research shows that it takes approximately 10 transfusions for a patient to reach over 1,000 microliters of iron per liter
of blood—in other words, iron overload. Ten is the number at which treatment guidelines say patients should begin being screened
and, if there is too much iron in their blood, be treated with a chronic iron overload treatment such as Exjade.
MicroMass had to develop a single piece of informational content that was compelling and informative, and would appeal to
a diverse patient population patients suffering from sickle cell anemia, thalassemia, even cancer.
While MicroMass was trying to find a hook—that elusive thing that could bring all the audience groups together—they noticed
that in the word "transfusion," which people are familiar with, there's an "io" at the end. With a little bit of design and
massaging, MicroMass turned that IO into a 10.
"We know that IO, iron overload, to just use like an I and O, we figured the abbreviation would have no resonance with anybody,
but 10 would," says Creative Director Dean Logan. "If we could get the message of 10 across, coupled with transfusion, in
a succinct, clear, and instantly recognizable way, we knew we'd have something."
The result is a waiting room brochure that is both eye-catching, and insightful, and offers both educational information as
well as a free voucher for a screening test. In other words, a perfect 10.
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