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Health Care Social Media Campaign: More Than MG

979.6%

increase in overall reach on FACEBOOK (vs. September 2022)

1.7K%

increase in overall reach on INSTAGRAM (vs. September 2022)

223 visits

FACEBOOK page hit a record-breaking high in overall page visits of 223 on launch day alone (+25% higher than any other month)

99,595 reach

INSTAGRAM page hit a record-breaking high in overall page reach of 99,595 (+17.8% higher than any other month in 2022)

OVERVIEW
SeAndrea, a person living with MG
Caregiver Raul and Sef, a person living with MG, pose for the More Than MG photo shoot series

Overview

Therapeutic Area: Rare Disease
Client: Alexion

Target Audience: Patient and Consumer

In 2022, Alexion launched the More Than MG campaign to provide encouragement and support to the myasthenia gravis (MG) community. To bring this campaign to life, a photo shoot was conducted with the goals of:

  • Highlighting real people living with MG and celebrate them for who they are as individuals (versus being defined by their disease)

  • Capturing stunning imagery that creatively differentiates the campaign from others and embodies what it means to be More Than MG

Meena, a person living with MG, poses for the More Than MG photo shoot series

MG

  • A rare, chronic autoimmune neuromuscular disease

  • Characterized by extreme muscle weakness

For a person living with MG, it can feel as though the disease itself has become their identity. But the fact is, MG does not define who they are—they are so much more than their diagnosis.

Liberty, a person living with MG, poses for the More Than MG photo shoot series

Strategy

In order to achieve the goals set with Alexion, HashtagHealth: 

  • Developed the campaign concept of "More Than MG" to drive home the fact that people living with MG are much more than their diagnosis

  • Conducted a social media audit to identify people with MG who were actively sharing their experiences across social media channels

  • Contracted four inspiring MG advocates to participate in a photo shoot to celebrate their experiences and what makes them More Than MG

  • Booked four separate studio locations and coordinated four photo shoots to accommodate each participants' unique needs and location

  • Designed a dramatically stylized set for each photo shoot to ensure the imagery emphasized each individual

  • Launched More Than MG social media channels

  • Utilized imagery and video captured at photo shoots to craft social media posts for the More Than MG channels and drive engagement

Liberty, a person living with MG, poses for the More Than MG photo shoot series
Sef, a person living with MG, poses for the More Than MG photo shoot series
Meena, a person living with MG, poses for the More Than MG photo shoot series
SeAndrea, a person living with MG, poses for the More Than MG photo shoot series

Results

The final photos produced as part of this unique series are a stunning and powerful representation of how truly the MG community is and captures the unique spirit of each MG advocate and what being More Than MG means to them.

The numbers above speak volumes about the impact this creatively distiguished campaign had in driving support and awareness within the rare disease community and beyond.

In order to inspire, encourage, and support others within the
MG community, the finalized photos were posted on the

More Than MG Facebook and Instagram pages

SOCIAL PERSONALITY  |  THOUGHT LEADERS   TEAM WORKSHOPS   STRATEGIC PLANNING LIVE   SOCIAL/VIDEOS BRAND  |  GUIDELINES  |  PLATFORM MANAGEMENT

SOCIAL CONFERENCE EVENTS |  COMPETITIVE INTEL ANALYSIS  |  SOCIAL CAMPAIGN EXECUTION  |  ROI REPORTING/ANALYTICS  |  SOCIAL LISTENING/ANALYSIS

Bolded capabilities reflect the services HashtagHealth provided in this case.

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