Objective

• Help recruit a specialized patient population in specific U.S. cities

Program

• Launched a multichannel campaign that featured local and syndicated TV spots, controlled radio placements and online advertising utilizing a robust search engine marketing protocol
• All campaign elements directed prospective patients and family members to an educational microsite and a toll-free call center was also established to field inquiries

Results

• Total audience reach of 36 million
• Highlights included an earned segment on CBS New York featuring investigators from Mt. Sinai Medical center, which was syndicated to more than 70 stations across the U.S. The online advertising campaign, which included Google and Facebook, generated more than 8,000 unique visitors to the campaign microsite