More than 100 million Americans have high cholesterol, a major risk factor for heart disease – the leading cause of death in the U.S. Doctors often recommend statin medication in addition to lifestyle changes to help lower cholesterol, yet research shows that at least 50 percent of people taking their prescribed statin stop taking it within one year of treatment initiation, and consistency of use decreases over time.
Kowa Pharmaceuticals America, Inc. (KPA), a company focused primarily on cardiometabolic diseases, wanted to raise awareness of the dangers of untreated high cholesterol and provide education to reach high cholesterol patients around managing potential challenges of statin therapy.
We conducted an online audit of conversations across more than 200 million publicly accessible sources online and surveyed 5,000+ Americans who had been diagnosed with high cholesterol and had used a statin. The research found that patients were frustrated with their doctors and didn’t feel heard around their concerns, so it was also crucial to involve the healthcare providers (HCPs). As such, KPA deployed robust programming via the Take Cholesterol to Heart (TC2H) campaign, targeted to prescribers to bridge the disconnects between patients and HCPs. To help reach patients, KPA enlisted the master of conversation, beloved television personality Regis Philbin, to help lead patients in changing the dialogue. The campaign was re-launched the following year with new celebrity spokesperson Howie Mandel, who reinvigorated the campaign by candidly sharing his own heart health story.
Since its launch, TC2H has reached an audience of nearly 1.1B through earned, paid and shared tactics and partnerships. Earned media outreach alone has resulted in an audience reach of almost 580MM to date. The campaign website, TakeCholesterolToHeart.com, has yielded nearly 850,000 page visits, with social and earned media driving nearly 30 percent of all traffic. Conversions from TakeCholesterolToHeart.com to the consumer-facing branded website for more information about a particular statin totaled more than 9,700 clicks, showing that the campaign not only provides educational value and drives awareness about the importance of patient/HCP dialogue, but also has measurable brand benefits by engaging appropriate patients.