Bayer

Bayer

The Challenge:

Young men living with hemophilia face the same social challenges of growing up as their peers. However, there are few resources available that discuss social topics relevant to teens and young adults with hemophilia — including potentially sensitive topics such as relationships, alcohol and drugs. If young men do have someone to turn to about the disease, it is often a parent or a nurse, and they may be uncomfortable broaching sensitive topics such as these with them.

The Strategy:

  • To fill this information gap, and strengthen Bayer’s relationship with this difficult to reach population, Bayer created an editorial board of experts with members of the hemophilia community to guide creation of two communications vehicles — an online magazine (Frankly.net) and an informational booklet.
  • These resources cover topics of interest to 18-to 24-year-old males and, secondarily, provide hemophilia-related health information in an age- appropriate manner.
  • Together, these communication vehicles provide much needed information to help them cope with their condition and, in doing so, help them lead the lives they choose.

The Results:

Frankly.net launched in April 2010.The booklet is available to Bayer global marketers for local adaptation / translation and distribution through hemophilia centers and patient advocacy groups. It was also translated in Spanish and distributed at the Hemophilia 2010 World Congress in Buenos Aires, Argentina in July 2010.

Seeing the value to date, Bayer is continuing to utilize the editorial board to develop new ideas and novel concepts on how to reach this market segment. ADC associates.

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Phone: 415-235-5031

Email: [email protected]