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Situation and Objective: The goal of the Pfizer Inflammation & Immunology (I&I) team was to transform the lives of thousands of patients living with chronic inflammatory diseases and enable their freedom. Chronic inflammatory diseases can debilitate, disfigure, and distress patients, and dramatically affect patients’ overall wellbeing and daily functioning.
We analyzed patient pain points during the inflammation treatment journey and identified 2 main points: 1) Inflammatory disease awareness amongst the public is low, which leads to late diagnosis and worse treatment outcomes 2) Patients feel alone and helpless after diagnosis.
To overcome this challenge, we planned to launch a viral social media campaign to increase awareness for Ankylosing Spondylitis (AS) and Rheumatoid Arthritis (RA) diseases. Besides increasing awareness, we aimed to differentiate Pfizer I&I from the competition with the creative and viral component of the campaign and strengthen Pfizer’s relationship with our Key Opinion Leaders (KOL) and Turkish Rheumatology Association (TRA).
Campaign: We have launched our viral patient awareness campaign "Elinden Gelir" (The Power Is In Your Hands) through social media to raise awareness on rheumatic diseases to underline the importance of early diagnosis today in World Arthritis Day - October 12, 2021.
The campaign consists of 2 steps: 1) Initiating a viral campaign to maximize the reach with the support of influencers 2) Developing a reliable source of inflammatory disease library partnering with the leading rheumatologists
We have collaborated with famous actor Zafer Algoz and started a challenge on Instagram to stand with patients having difficulties using their hands as the disease progresses and to reach out to thousands of patients who might suffer from rheumatic diseases. For the challenge, we asked participants to shoot a video demonstrating a skill using their hands and invite their followers to participate in the challenge to spread the word about rheumatic diseases. As participating in the challenge and sharing our Instagram page, participants both will be doing a good deed for disease awareness but also showing a better version of themselves by sharing a skill that their followers might not be aware of. We have developed videos of leading rheumatology experts answering frequently asked questions on Rheumatoid Arthritis and Ankylosing Spondylitis and other reliable sources of information. Please visit our Instagram page @elinden_gelir; https://www.instagram.com/elinden_gelir/
As of December 31, 2021, we have posted 82 informative posts on our Instagram page focusing on disease information, early diagnosis, treatment options, daily-life tips, and answers to frequently asked questions. We have collaborated with 10 top rheumatologists while developing the educational content.
Results: Elinden Gelir campaign has become the first-ever viral campaign in this disease area in Turkey. The challenge activation continues to reach out to more people on social media, the Turkey Women's National Volleyball Team player Zehra Gunes, actress Yagmur Tanrisevsin and more than 20 social media influencers like Caner Yildirim, Burak Altindag, and Moda ve Sosyete, and last but not the least patients, caregivers, and physicians all over Turkey joined our challenge and shared their posts in Instagram. Campaign challenge video has been viewed 11.7 million times, we have more than 490 thousand “likes” and our content achieved more than 16 million views as of December 31, 2021.
We have reached almost 15.000 followers on our Instagram page @elinden_gelir, which is the most-followed social media account on rheumatology in Turkey. It is also among the most successful Instagram pages sponsored by Pfizer Turkey. The comments by followers showed that we have also solved an unmet need for an online patient community in social media.
Elinden Gelir campaign will continue with new initiations and educational content in 2022 to strengthen its position as a major source of information for inflammatory diseases and touch patients’ lives by delivering positive and motivating messages.
