Reframing rare to increase early diagnosis of Gaucher disease

Sanofi Genzyme wanted to reach hematologists; specialist physicians most likely to encounter patients with Gaucher disease prior to diagnosis. The problem? Gaucher disease is considered very rare and its symptoms are often misdiagnosed.

The brief

Sanofi Genzyme wanted to reach hematologists; specialist physicians most likely to encounter patients with Gaucher disease prior to diagnosis. The problem? Gaucher disease is considered very rare and its symptoms are often misdiagnosed.

Insight

Hematologists have the best interests of the patient at heart, but are obsessed with diagnosing disease, so they often look for the knowns rather than considering rare diseases.

Our strategy

Remove the “rare” label so hematologists don’t automatically switch off and think of Gaucher disease as something they would never encounter. Then, using a new diagnostic algorithm (Cappellini), we encouraged hematologists to test for Gaucher disease as soon as malignancies had been excluded. To stand out, we used the well-known cross-examination game of ‘Guess Who?’ like our creative packaging. Titled “Guess what?” our campaign played on how to analyze the characteristics of the remaining symptoms, thus reducing the risk of misdiagnosis and unnecessary treatments for those affected.

See the full case study here.