Health Care Social Media Campaign: More Than MG
increase in overall reach on FACEBOOK (vs. September 2022)
increase in overall reach on INSTAGRAM (vs. September 2022)
FACEBOOK page hit a record-breaking high in overall page visits of 223 on launch day alone (+25% higher than any other month)
INSTAGRAM page hit a record-breaking high in overall page reach of 99,595 (+17.8% higher than any other month in 2022)
Therapeutic Area: Rare Disease
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
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.
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
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.
This content was shared with permission from Alexion via a submission to The Short Awards. All photography rights and permissions are owned by Alexion.