Plasma City
DTC Convention Experience & Campaign for ALPHANATE at Grifols
Convention booth experiences can be, well, conventional—until you have to create one for kids.
Many kids with hemophilia A and their parents attend the annual meeting of the National Hemophilia Foundation. It’s like a family reunion for this small community. Only 400 babies are born with hemophilia in the US each year.
At a recent NHF meeting, ALPHANATE had a new and compelling reason to talk directly to parents. Just-published data showed an important benefit with plasma-derived therapy vs synthetic therapy, the standard of care.
Could ALPHANATE, a plasma-derived factor VIII with an impeccable 20-year safety record, be the better choice over synthetics for initial therapy in toddlers? Without a branded DTC campaign, the question couldn’t be posed to parents.
Our booth experience gave ALPHANATE a clear and positive voice with kids and parents. It welcomed them to Plasma City—where bright futures are built on a strong foundation with ALPHANATE, infusion by infusion. The emblem of Plasma City was the Lego brick.
In the Plasma City booth, Lego building-stations and coaches awaited the eager kids. Plus, over the 4 days of the meeting, a Lego artist built a growing cityscape in the booth. Kids and their parents returned daily to see its progress, giving ALPHANATE representatives the opportunity to continue the conversation about the new data in favor of plasma.
Plasma City was such a popular experience that the ALPHANATE team decided to continue it beyond the meeting as the ongoing DTC face of the brand.