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"transfusion" campaign helped save lives

2/20/2021

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Picture
CLIENT: Novartis Pharmaceuticals
GOAL: Increase number of patient tests for Iron Overload, a potentially life-threatening condition that is a by-product of chronic blood transfusions. 
CHALLENGES: Many recipients of these transfusions are sickle cell disease (SCD) patients, very often young children or teens. These patients and their caregivers are naturally focused on their primary disease, making sure they get a transfusion when a pain crisis occurs from the SCD. Hence they have little awareness of Iron Overload, a secondary but potentially fatal condition.
WHY FATAL?  Iron is deposited permanently in the body with each transfusion. After 10 transfusions, this excess iron can damage internal organs and become fatal. EXJADE is the Novartis drug which, taken orally with juice, binds with the excess iron and flushes it out in urine. A positive test typically leads to prescription of EXJADE.

 SOLUTION:

unbranded campaign:  transfus10N

This bold, text-based typographical solution grabbed the attention and interest of caregivers visiting transfusion clinics. Its simple and elegant melding of the number 10 within the word "transfusion" led to a 10% increase in sign-ups for Be Transfusion Smart, the patient support program, and a similar increase in the number of blood tests given for Iron Overload.
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    the better stuff

    In any career, there'll be opportunities to produce work that you feel quite proud of.
        And...a lot of the time you just do the "daily stuff" that may not win an award but does help you pay the mortgage.         
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Michael Berliner is an experienced copywriter based in the Triangle area of North Carolina (Raleigh, Durham, Chapel Hill).   Get in touch with Michael
  • Home
  • About Me
    • My resume
    • Happy clients
  • some of my Best Work
  • Work by Industry
    • Food
    • Healthcare >
      • Blue Cross Blue Shield
      • Managing Care Solutions
    • Pharmaceuticals >
      • Osteoarthritis / Bioventus
      • Bone Stimulation / Fracture Healing
      • Common Cold / Zicam OTC
      • Iron Overload / Exjade Rx
      • HPV / Gardasil Vaccine
      • Crohn's Disease / CIMZIA Rx
      • Loyalty / Botox & Juvederm
      • Hypophosphatemia / Fosrenol
    • Financial Services >
      • Pacific Life brand TV
      • GreenlightLoans.com
    • Non-Profits
    • Technology >
      • ShopBotTools.com
      • Handibot.com
      • 100kGarages.com
    • Real Estate
    • Recruitment
    • Automotive >
      • Jiffy Lube
    • Blogging samples
    • Radio!
  • Contact
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