Case Study: Sickle Cell Disease Patient Acquisition, Engagement and Retention through Social Media, Influencers and Content Strategy

In this case study, we will explain how RxPx worked with a global pharmaceutical organization to engage and acquire sickle cell patients to support therapy launch, and gain RWE related to adherence, persistence and retention challenges.

Objective:

Leverage Patient-Centric Technology and Social Media Strategy to Acquire and Engage a Rare Disease Population to Support Global Therapy Launch. Gain RWE from Precise Patient Cohort to Understand Therapy Adherence, Persistence and Retention Challenges.

Introduction:

There are approximately 100,000 people in the US living with sickle cell disease; 90% are non-Hispanic Black or African American and 3%-9% are Hispanic or Latino. The rare nature of disease and the demographic causes patients living with sickle cell disease to encounter stigma and disbelief in hospitals when reporting painful VOCs (vaso-occlusive crisis).

Further to, as there is no cure for SCD, patients tend to drop of therapy which requires an infusion once a month, as VOCs are not immediately reduced or improved.

In an effort to acquire and retain patients as well as educate individuals around the benefits of staying on treatment, a pharmaceutical brand engaged RxPx to deploy several acquisition and engagement tactics around education and patient support.

This case study explores the strategies and the successes of a 3 month patient acquisition, engagement and retention strategy leveraging social tools, influencers and tailored educational content designed to support patients from diagnosis to ongoing therapy treatment.

The Question:

Can social media campaigns, patient influencers, user-generated content, tailored education and a private patient community truly drive adherence, retention and engagement?

The Challenge:

A global pharmaceutical brand launched an unbranded patient application in order to support a therapy launch in a rare disease space. Research has demonstrated patients with sickle cell disease are signficantly? lacking resources and support and have difficulty in receiving proper care in hospitals due to racial stigmas and mistrust of this demographic amongst healthcare providers. Patients were also not staying on treatment due to lack of immediate impacts and the ongoing requirements of monthly infusions.? The app was launched without an internal go-to-market plan. The pharmaceutical brand engaged RxPx to design and execute a robust, 3 month patient acquisition and retention strategy leveraging social media, influencers and educational content.

The Solution:

Raise awareness of a free patient platform resource for individuals living with sickle cell in the US leveraging an optimized social media ad designed around in-app content and initiatives including live events, tailored content programs specific to each step in the patient journey, in-app only influencer created content, side effect trackers, pain crisis management tools, mental health tracking features and a library of supportive resources.

Campaign Components:

-Facebook and Instagram ads, tracked and optimized for maximum conversion

-Influencer social media campaign with supporting ad strategy and calls-to-action to download the patient app

-Influencer created in-app content available only to people within the app platform surrounding personal stories living with sickle cell disease

-In-app event initiative designed around supporting people living with sickle cell disease, specifically around stress-reducing behaviors such as movement, yoga, mindfulness and meditation

-Tailored content strategy mapped precisely to support each step in a patient acquisition funnel while supporting each patient journey milestone

-PAG engagement

-Community Manager engagement calendars built to enhance awareness of in-app resources, community engagement and maintain longer term app retention.

The Results

Acquisition - 66% increase in user app population

Retention -?79% of users returned to app

Engagement?- 6000+ patients engaged and increase in in-app engagement by 595%-2561%

Education - Significant increase in patients completing educational content programs

Patient Feedback

It’s overwhelmingly comforting at the thought of having people understand my day-to-day problems and struggles that no one else does. The thought of not feeling alone with this cruel disease makes me emotional.

I've really gained more clarity from this app then I originally thought i was going too! I used to sit in hospital beds and at home wondering if there was someone out there experiencing what im experiencing and how they’re getting through it and now i KNOW

I feel so much better on here and more peaceful with all the love and advice from all the friends I’ve just made. It’s all love and support on here

To learn more about how RxPx can support your patient acquisition, engagement and retention challenges, please contact us here!