As a maker of left ventricular assistance devices (LVADs), St. Jude Medical recognized the need for greater awareness of LVADs and their benefits, and partnered with Mended Hearts, the world’s largest heart-patient support network, to achieve the following goals:
Grow awareness among advanced heart failure (AHF) patients, family members, caregivers, healthcare professionals, and media of LVAD therapy as a potentially life-saving treatment for some patients.
Educate about LVADs as an effective therapy option with potential for improved quality of life.
Enhance patient and physician familiarity with Mended Hearts as a trusted source of AHF information.
Influencer Marketing; Dedicated Microsite; Consumer Generated Video Contest
Together with agency partners, we created the “Thanks to an LVAD…,” national video contest hosted by Mended Hearts, with support from St. Jude Medical, and designed to inspire people with AHF and raise their awareness about LVADs as a treatment option. This short, three-month, campaign invited submissions of digital videos, each approximately 30 seconds and featuring an LVAD recipient and possibly friends or loved ones discussing what they believe is the best thing about the recipient having received an LVAD.
We worked with influencers in this specific niche to produce sponsored blog and social media posts, to further expand the reach of the campaign message.
The “Thanks to an LVAD…” campaign won the 2016 Ragan PR Daily Awards Health and Fitness Campaign, won an Honorable Mention in PR Daily’s Cause-Related Marketing category, and won Honorable Mentions for PRNews’ Digital PR Awards for Contest/Game and Microsite/Custom Site.
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