E se for Enxaqueca? | Posting Health on Facebook

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"E se for Enxaqueca?": talk about headaches!

number one campaign on health in PortugalA real case-study in terms of fan engagement and amazing growth, it was huge success, exceeding all expectations - it has now over 48.000 fans!
This campaign was nominated for in the , a contest that included digital initiatives by AstraZeneca from all around the world.

The challenge

AstraZeneca wanted to launch an initiative capable of reducing sales drop tendency of its tryptan (leader in its class, and leader in the treatment of acute migraine) after a 2-year period of no promotion: however, very limited resources were made available; a small budget and no sales force.

The background

Migraine is an extremely debilitating disease, often not fully understood to its real extent by general population and that rises a series of questions and doubts event whom it was diagnosed. Migraine is NOT just another headache, still people have difficulties in finding the help, support and treatment they deserve, despite the obvious burden migraine represents in their physical and emotional well-being. Headache/migraine is actually one of the most searched conditions in the internet.

The aspirationEven though ignorance is not really an excuse good enough for undermining comments, that try to devalue this situation, we hoped that by informing people about migraine the mindset that many have over this condition may change. We wanted to defy the perceptions people had over migraine, and give patients the chance to find out more about their condition, in a safe and reliable source, so that they can speak with their physicians and explore the several therapeutical alternatives that are currently available in Portugal.

What was done?

A brand new campaign was created, with a fresh image (by Float Healthcare) that could easily and positively connect with the final customer. In order to reach as much patients as we could, we decided to build a fully digital-based iniciative, centered on a Facebook page. The campaign was named "E se for enxaqueca?" (What if it is migraine?) to raise awareness on many chronic headaches sufferers.

A website was designed, with simple contents that could interest patients: informative, straightforward, practical. Parts of these contents were pre-approved to become Facebook posts.