SOLIRIS® is the first and only therapy indicated for paroxysmal nocturnal hemoglobinuria (PNH). PNH is rare and life-threatening disease.
SOLIRIS leads to dramatic improvements in the anemia and debilitating fatigue that are often associated with the disease.
Since PNH is an extremely rare condition that can present in a multitude of ways, it is not top-of-mind or often seen by the targeted audience—hematologists/oncologists.
Awareness of the condition and education that the disease can present in many different ways—including life threatening thromboses—were important messages to be communicated within the ad creative.
Within the ad, an improved patient quality-of-life was demonstrated using an empowering and hopeful tone while also relying upon the hallmarks of the core brand creative.
Ad performance was solid as demonstrated by significant reach to the targeted audience, a Click-Thru-Rate that was at the high end of industry standards and an equally impressive Click-To-Conversion rate of 18.55%.
