The Lost & Found Network
People with MS have four choices when it comes to therapy, and unlike most diseases, doctors
generally leave that choice to the patient. Our client’s therapy was fourth out of four in market share,
and slightly dipping. Our task was to reverse this trend.
The plan was to make up market share by introducing the therapy to new patients (as opposed
to patients who choose to switch therapies – which is quite common in the category)
MS is a disease that generally presents itself in young people (teens, twenties).
We wanted to talk to our target in their language. To do that, we created an online Social Network/
Resource Centre exclusively for people affected with MS. We sent direct mail to doctors informing them
of what we had built, and enclosed invitations to the network that they could give to their patients.
The language on the material and the website would predispose patients and doctors alike to our
client’s therapies by highlighting its efficacy claims.
Once the site is sufficiently populated, and people have made friends and connections on the website,
the plan is to invite a select few to participate in a photo shoot for an elegant coffee table book called
“Lost & Found” (naturally branded with our client’s logo) that would be sold in book stores around the
country in time for Mother’s Day and MS month, which is also in May, with proceeds going to the MS
Society. The website was launched early 2008.
People with MS have four choices when it comes to therapy, and unlike most diseases, doctors
generally leave that choice to the patient. Our client’s therapy was fourth out of four in market share,
and slightly dipping. Our task was to reverse this trend.
The plan was to make up market share by introducing the therapy to new patients (as opposed
to patients who choose to switch therapies – which is quite common in the category)
MS is a disease that generally presents itself in young people (teens, twenties).
We wanted to talk to our target in their language. To do that, we created an online Social Network/
Resource Centre exclusively for people affected with MS. We sent direct mail to doctors informing them
of what we had built, and enclosed invitations to the network that they could give to their patients.
The language on the material and the website would predispose patients and doctors alike to our
client’s therapies by highlighting its efficacy claims.
Once the site is sufficiently populated, and people have made friends and connections on the website,
the plan is to invite a select few to participate in a photo shoot for an elegant coffee table book called
“Lost & Found” (naturally branded with our client’s logo) that would be sold in book stores around the
country in time for Mother’s Day and MS month, which is also in May, with proceeds going to the MS
Society. The website was launched early 2008.
