MS Visionaries in First-Ever Collaboration with Yahoo Health
To celebrate innovations that have transformed the Multiple Sclerosis (MS) landscape and the overall management of the disease, Biogen Idec and GCI Health created a revolutionary collaboration with the #1 search engine, Yahoo Health, to launch MS Visionaries™, a program to raise awareness of unique efforts to help people with MS. MS Visionaries showcased self-starters who developed groundbreaking tools, outreach efforts or services to benefit the MS community and educated a broad online audience that people with MS can do more despite their diagnosis, through touching patient accounts. MS Visionaries content amassed more than 200 million online impressions and nearly 178,000 click-throughs. In addition, the celebrity program ambassador, Jason Silva, participated in multiple top-tier national interviews resulting in more than 150 million media impressions in outlets such as Fox & Friends, ABC News Now, NPR and Sirius XM Radio.
Creating a Unique & Customized New Resource for the MS Community
Recognizing that living with a chronic condition like multiple sclerosis (MS) can be overwhelming, GCI Health was tasked with developing a program to empower those living with MS, as well as their friends and families. With the help of New York Times best-selling author Gretchen Rubin and MS advocacy organizations, we developed MS Blueprint™, a personalized online tool designed to encourage those impacted by MS to set, create, and attain a happier life by incorporating fun activities into their everyday routines. The program has been warmly received by the MS community, and engagement on social media with our program ambassador and advocacy group partners has been 100% positive. Just one month post-launch, audience reach has surpassed 18 million.
Using a Fitness Phenomenon to Bring MS Treatment Benefits to Life
Without compelling clinical data or milestones, GCI Health was tasked with generating branded awareness for high-profile multiple sclerosis (MS) treatment. Our team developed MyMSYoga, a campaign to link the MS treatment to a culturally relevant platform and highlight the possibilities rather than the limitations of living with MS through proper treatment and yoga. Audience reach was nearly 360 million with 618 stories in national and local print, broadcast, online and social media outlets, and 80% of coverage included a mention of the brand.