Look Into Genetic COPD
DTC & HCP Patient Identification for PROLASTIN-C LIQUID at Grifols
Many people with COPD carry an emotional burden of “shame and blame” due to years of smoking. Imagine how lighter their sense of guilt would be if they learned their COPD has a genetic component—and one that is treatable.
People with Alpha-1 Antitrypsin Deficiency lack a blood protein called AAT that helps protect the lungs from inflammation and damage. As a result, they have a much higher risk of lung disease whether they smoked or not.
Alpha-1 is not exactly a rare disease: but it’s a disease that’s rarely diagnosed. About 3% of people with COPD are believed to have it. Far fewer have even heard of it, let alone been diagnosed, despite the fact that it runs in families.
Ahead of a new formulation launch of PROLASTIN-C (the leading Alpha-1 therapy), we drove awareness, testing, and diagnosis of Alpha-1 with Grifols’ first-ever DTC campaign: Look Into Genetic COPD.
In a category where diagnosis comes late, if ever, each new patient is a big deal. Look Into Genetic COPD found many new patients for PROLASTIN-C through a powerful DTC customer experience that successfully targeted people with COPD, letting them know about “genetic COPD” and a free test kit for it.
The results of the Look Into Genetic COPD patient identification campaign surpassed the clients’ goals for test kit orders by 40% and test kit returns by 89%. Our content and search strategy made “genetic COPD” a term now completely owned online by Grifols.
Overall, Look Into Genetic COPD demonstrated that a breakthrough DTC program, done right, can be life-changing.