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CCFA Awareness Initiatives: 2012 and Beyond

CCFA Awareness Initiatives: 2012 and Beyond. July 19, 2012. Why Awareness Matters. 1 in approximately 200 Americans suffer from Crohn’s disease and ulcerative colitis The average delay in diagnosis is 1-3 years and the average patient is misdiagnosed twice.

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CCFA Awareness Initiatives: 2012 and Beyond

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  1. CCFA Awareness Initiatives:2012 and Beyond July 19, 2012

  2. Why Awareness Matters • 1 in approximately 200 Americans suffer from Crohn’s disease and ulcerative colitis • The average delay in diagnosis is 1-3 years and the average patient is misdiagnosed twice. • The fastest growing patient population is children under the age of 18. • 1 in 5 children diagnosed will present with severe disease • The Jewish population has an increased frequency of IBD compared with their non-Jewish neighbors. • The diseases are especially prevalent in Jews of European descent.

  3. Taking Education & Awareness to the Next Level • Newly-diagnosed patient starter kit • “GI Buddy” online tracker and iPhone app • The new CCFA.org has launched! • Development of the “You’ve Got Sole” awareness campaign

  4. CCFA Education Overview 303,478 patients and professionals reached via: • Information Resource Center • Teleconferences • Program in a box • Community website • IBDetermined website • Professional webcasts • Advances in IBD conference

  5. Newly-diagnosed patient starter kit

  6. GI Buddy

  7. CCFA.org • Launched on June 14, 2012. Features include: • All-new “newly-diagnosed” section • Extensive resource library including webcasts, brochures, factsheets and videos • Social media-integration • Expanded chapter pages • “Find a Support Group” tab • Enhanced search capabilities for the physician directory and clinical trials listings • Special sections just for researchers and physicians • New content including patient stories and profiles

  8. * As measured in Google Analytics from 6/15 – 7/12/12 **As measured in Google Analytics from 6/1/11 – 6/1/12 < Source: Google Analytics >

  9. ( • Most clicked on components on Patients & Caregivers homepage: • Newly Diagnosed (green box) = 13% • Go To menu = 13% • Upcoming Events (on panel 3) = 13% • Find Your Local Chapter (on panel 12) = 13% • Local Chapters (in header navigation) = 5.8% • My Story = 5.3% • Most clicked on components on Science & Professionals homepage: • Button to Patients & Caregivers homepage = 11% • Search Our Resources (in primary navigation) = 9.9% • Research Fellowship Awards (panel 1) = 9% • Senior Research Awards (panel 1) = 8.1% • Latest Research (panel 10) = 6.1% • Career Development Awards (panel 1) = 6.0% • **. >

  10. Search Traffic: 52% of all visits • % of users who enter the site through a search engine provider • Google = 88% • Yahoo = 4.65% • Bing = 4.32% • Referral Traffic: 19% of all visits • Which domains (and pages in those domains) send traffic to CCFA.org • Facebook (desktop + mobile) = 15.83% • US National Library of Medicine (as associated pages) = 7.51% • CCFACommunity.org = 2.94% • Direct Traffic: 29% of all visits • Users who directly type in the URL into a browser • Users who click off a link in a PR message or non-trackable email blast etc. • Users who have a particular page bookmarked and enter the site that way < Source: Google Analytics >

  11. Website Next Steps • Analytics and tracking • Launch mobile companion site based on most popular pages • Assess value/need for new features: • Tool to collect feedback and ideas from site visitors • Take a Tour of our site (Video) • More content integration (user generated and CCFA blog)

  12. Expanding our reach! • Need to reach beyond the CCFA circle of patients, family and friends • New targets include: • Newly-diagnosed • Patients in remission (and their friends and family) • General care practitioners • General population

  13. “You’ve Got Sole” Awareness Campaign • A quick recap • Amy Brenneman --E score of 88! • Draftfcb • The Creative

  14. DRAFTFCB • Award-winning campaign track record, including disease awareness and pro bono initiatives • Experts in Direct-to-Consumer and Healthcare Professional communications across all channels • Extensive network including consumer, professional, digital, medical, analytics, production • Broad partnerships with pharmaceutical, biotech, medical device companies

  15. 2005 Stelara(Psoriasis) Remicade(Psoriasis) 2011 Cymbalta(Depression) Amyvid(Alzheimer’s disease) Livalo(Hypercholesterolemia) Solanezumab(Alzheimer’s disease) Strattera 2004 FluMist(Influenza intranasal vaccine) Synagis(Respiratory syncytial virus prophylaxis) 2009 iPro2 (Insulin pump) Enlite(Insulin pump) NGP Patch (Insulin pump) Spinal/Kyphon(Spine) 1981 CV/Metabolic Franchise (Cardiovascular/metabolic) Janumet/Janumet XR (Diabetes) Januvia(Diabetes) 2010 Institutional Portfolio (Nutrition) Gerber Infant Nutrition (Pediatric) 2010 Ilaris (Gouty arthritis) CV Franchise (Hypertension) Gilenya(Multiple sclerosis) 2008 ViaCord (Cord blood banking) NTD Labs(Prenatal testing) 2007 Prolastin (AAT deficiency) 2008 Omacetaxine (Oncology) Nuvigil (Wake enhancing) Treanda (Oncology) Trisenox (Oncology) Oncology Franchise (Oncology) Plan B (Contraception) 2010 Avanafil (Erectile dysfunction) Qnexa (Obesity) 2010 Xiaflex(Dupuytren’s contracture) 2010 Prolia(Osteoporosis) 2004 Spiriva(COPD) BIBF 2010 (IPF) 2004 Atripla(HIV) Elotuzumab(Oncology) Erbitux(Oncology) Nulojix(Transplant) Reyataz(HIV) Sustiva(HIV) Yervoy(Oncology) 1991 Promacta(ITP) Treximet(Migraine) 2011 NSAID (Pain) HCP DTC

  16. DFCB: Accolades 94 Creative Awards 10 Effies and ECHOES for marketing effectiveness Named A-List Agency Named “Digital Agency to Watch”

  17. Challenge:Elevate the City Harvest brand to drive financial donations, and develop a campaign for the annual “Skip Lunch, Fight Hunger” initiative. Draftfcb developed a multi-channel campaign to show donors how they could help feed the hungry – and how donating a little can help feed many. Celebrities who stepped forward to support the campaign included Harrison Ford, Whoopi Goldberg, and Susan Sarandon. The campaigns also showcased City Harvest’s most recognizable icon – the City Harvest Truck. • Results:This multi-channel campaign helped raise millions to help feed New York’s hungry, and raised awareness of City Harvest and its trucks, which have become iconic throughout the five boroughs as a symbol of a “charity-in-motion.”

  18. PRINT ADS

  19. TELEVISION

  20. Steve Chase • Multi award-winner and industry icon—Chase has been received numerous awards for his work including Clios, Cannes Lions, and the Directors Guild of America (DGA) Award among others for classic work that has helped celebrated brands make their way into the cultural consciousness. One such spot for AT&T even made its way to the permanent collection of the Museum of Modern Art (MoMA) in New York City • A true industry veteran, Chase has shot it all. Known as much for his commercial work with comedy, dialogue, healthcare, sports, celebrities and automotive action as he is for branded content and helming concept-based productions on a massive scale or shooting VFX-heavy projects, the directorʼs lauded talent and experience are appreciated by major agencies and brands worldwide.

  21. TV:30 Amy VO:You might be surprised to learn who has IBD. Nearly 1 out of every 200 Americans is suffering with the debilitating pain and constant disruption of Inflammatory Bowel Disease. The physical and emotional toll can be devastating. Chances are you know someone who’s dealing with the effects of IBD... someone like me. I’m Amy Brenneman and I support The Crohn’s and Colitis Foundation of America. CCFA is committed to helping those with IBD cope and to find a cure. People with IBD can’t wait. Won’t you help someone you know? Super: Visit EscapeTheStall.com today

  22. BATHROOM DECALS

  23. WEB PAGE

  24. ANIMATED BANNER ADS

  25. Timeline • TV and print Shoot August 3 • Post Production August - September • Roll out Mid October • Launch November • Re-Launch January

  26. PSA Distribution Plan • PlowShare Distribution Services • TV, Online, Airport, Movie theaters and bathrooms • CCFA National efforts • Magazine Print • PR outreach (targeted outreach in Dallas) • CCFA Chapter efforts • PSA “kits” distributed locally • Sensitive issues guide

  27. PSA Success Metrics

  28. Board Support

  29. CCFA 2012 National Board of Trustees: Officers Maura C. Breen, Chairman Fairfield, CT Jim Lewis, MD, NSAC Chairman Philadelphia, PA Scott Snapper, MD, NSAC Chair-Elect Boston, MA Vance Gibbs, Esq., General Counsel Baton Rouge, LA Paul Salerno, Treasurer Melville, NY Richard Geswell, President Patterson, NY Ron Goldsman, Assistant Secretary Queens, NY Co-Founders: Shelby Modell (co-founder)Hewlett Harbor, NY Irwin Rosenthal (co-founder)Riverdale, NY Suzanne Rosenthal (co-founder)Riverdale, NY

  30. National Trustees David Alberga -- La Jolla, CA Donald Burke -- Langhorne, PA John Crosson -- Beverly Hills, CA L. Ted Denson, M.D. -- Cincinnati, OH Jennifer Feikin -- Venice, CA Lawrence Finkelstein -- Philadelphia, PA Steve Goodman -- Atlanta, GA John Hasenauer -- Southport, CT Matt Leavitt, DO -- Maitland, FL David N. Levenson -- Simsbury, CT Joel H. Margolese -- Andover, MA Jeffrey H. Margolis -- Newport Beach, CA Lloyd Mayer, MD, NSAC Chair Emeritus -- New York, NY Jeffrey P. Nedelman -- New York, NY Michele Rubin, APN, CNS, CGRN -- Chicago, IL; Paul Tartell, MD -- Hollywood, FL

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