Reaching the Right Patients: How Social Media Drove 67% of Website Traffic for a Rare Disease Launch

Activating a niche patient community with 91K quiz engagements and 1.2M video views

Overview

A global pharmaceutical company was preparing to introduce a novel delivery system targeting a rare disease community. To ensure a successful launch, the brand team needed to define clear messaging pillars and develop a precise audience targeting strategy that would resonate with patients, caregivers, and healthcare providers (HCPs).

Challenge

The primary challenge was identifying and engaging a niche patient population on social media. The company needed to establish awareness, drive patient demand, and support HCP education while ensuring that messaging aligned with the unique needs and communication preferences of the audience.

Solution

LiveWorld partnered with the brand to:

Conduct social listening to pinpoint where the rare disease community was most active.

Analyze language and conversation trends to uncover key insights and discussion topics.

Develop messaging pillars to address patient challenges and concerns.

Implement a targeted keyword and media strategy, including a mix of unbranded and branded creative, an interactive online quiz, and paid media campaigns.

Results

This strategic approach effectively drove engagement and awareness, showcasing the power of social media in connecting with a highly targeted patient population. By leveraging tailored messaging and precise audience targeting, the campaign not only increased visibility but also fostered meaningful interactions within the community. These efforts laid a strong foundation for a successful product launch, demonstrating the impact of digital engagement in rare disease awareness and treatment adoption.

91K unbranded quiz engagements

+ 1.2M video Views

716K branded video views

268 shares, and 377 comments

Generated 67% of all website traffic

17% to new registrations and 25% to PDF downloads.

Case Study Rare Disease #2