NP Thyroid is a naturally-derived hypothyroidism treatment alternative (DTE) that can be just as effective for some patients that do not see favorable results from more common synthetic treatments (like Synthroid).
This campaign convinced patients and their healthcare providers that NP Thyroid is the natural treatment option that elevates the patient experience and frees physicians from a one-size-fits-all standard of care.
Original brand photography
This multi-platform campaign uses original photography and creates unified messaging around the use and adoption of NP Thyroid and reminds patients and healthcare providers that the desired result of any treatment journey is the ability to return to the simple and most enjoyable tasks of everyday life.
Two audiences, one unified campaign
The NP Thyroid website serves both physician and patient audiences but leads with patient-friendly messaging on the homepage. Both viewers can reach their specific content areas with primary navigation at the top.
We implemented a simple visual tag system for patients and physicians across all branded tactics—yellow for patients and blue for physicians—that indicates which audience a particular communication is for. Patient messaging uses aspirational statements with "you" and "your" to speak directly to them. HCP messages use "they" and "their" to refer to patients in the third person and keep the focus on their outcomes.
For healthcare providers
We created animated display banner ad campaigns for HCPs that target patients at three different points in their treatment journey: Patients already on a natural DTE treatment who might still be suffering from symptoms, those newly diagnosed and searching for a treatment that works for them, and those currently using a synthetic treatment but are still experiencing symptoms and exploring other options.
We produced a core visual asset (CVA) for representatives to use during sales meetings. These are typically printed, bound booklets that begin with disease state information, study design, and data. We also provided a leave behind and digital version for broad accessibility and reference for HCPs who are potential prescribers.
We reimagined the NP Thyroid sample packaging to bring the look and feel inline with the most current brand approach. The various doses are color coded for easy identification in a fully-stocked sample medicine cabinet.
We interviewed a number healthcare providers about why they choose to prescribe NP Thyroid. The first of the two videos below is a short teaser (:15) that was used on select social platforms frequented by physicians to drive to the website and view the testimonial video (3:00).
For patients
We created video paid social and animated display banner ad campaigns for hypothyroidism patients at three different points in their hypothyroidism journey: Patients already on a natural DTE treatment who might still be suffering from symptoms, those newly diagnosed and searching for a treatment that works for them, and those currently using a synthetic treatment but are still experiencing symptoms and exploring other options.
Other patient materials include printed and digital education brochures, direct email campaigns, and in office materials like exam room informational posters.
Unbranded disease education
Acella's unbranded disease state website, SimplyHypothyroidism.com, provides resources that offer expert advice for patients for identifying symptoms, treatment options, and living life with hypothyroidism. Paid social posts, digital display banner ads and direct emails encourage users to explore the website. The animated video explains the ins and outs of identifying symptoms, the importance of talking to your doctor, and how key hormones T4, T3 and TSH are affected by hypothyroidism and the benefits a DTE treatment can have.
