{"id":724,"date":"2024-10-21T14:39:01","date_gmt":"2024-10-21T18:39:01","guid":{"rendered":"https:\/\/thechangemakers.com\/work\/case-studies-invokana\/"},"modified":"2025-01-27T16:43:35","modified_gmt":"2025-01-27T21:43:35","slug":"case-studies-invokana","status":"publish","type":"work","link":"https:\/\/thechangemakers.com\/us\/work\/case-studies-invokana\/","title":{"rendered":"More than my condition"},"content":{"rendered":"\n
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INVOKANA: <\/h1>\n\n\n\n

More than my condition<\/h2>\n<\/div>\n\n\n\n
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Johnson & Johnson\u202f(J&J)<\/h3>\n\n\n\n

Johnson & Johnson\u202f(J&J) Innovative Medicine is an American\u202fmultinational\u202fpharmaceutical,\u202fbiotechnology, and\u202fmedical technologies\u202fcorporation headquartered in\u202fNew Brunswick, New Jersey, and with offices around the world. Their mission is to transform individual lives and fundamentally change the way diseases are managed, interpreted and prevented. <\/p>\n<\/div><\/div><\/div>\n\n\n

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Expertise<\/div> \n
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\n \n Marketing <\/div>\n <\/div>\n <\/div>\n <\/div>\n<\/div>\n\n\n
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Services<\/div> \n
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\n \n Advertising <\/div>\n
\n \n Brand DNA, strategy & identity design <\/div>\n
\n \n Digital experience & development <\/div>\n
\n \n Go-to-market campaign plans <\/div>\n
\n \n Market research\u00a0 <\/div>\n
\n \n Measurement & analytics\u00a0 <\/div>\n
\n \n Social media & influencer strategy, community <\/div>\n <\/div>\n <\/div>\n <\/div>\n<\/div>\n\n\n\n

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Build brand awareness and increase customer engagement through an insight from the shared experience of people living with diabetes. Diabetes is what they have, not who they are.<\/h3>\n\n\n\n
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Scope of work<\/h3>\n\n\n\n
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  • Direct to Consumer Campaign <\/li>\n\n\n\n
  • Digital <\/li>\n\n\n\n
  • Broadcast TV <\/li>\n\n\n\n
  • Website <\/li>\n\n\n\n
  • OOH <\/li>\n<\/ul>\n\n\n\n

    Facing intense competition in the type 2 diabetes category, Janssen Canada wanted to drive awareness of their prescription treatment, INVOKANA, with consumers. The goal was to make \u201cINVOKANA\u201d a memorable household name so patients would be more likely to remember it and ultimately ask their doctors for it. And market research with the HCP audience told us that they\u2019re more likely to prescribe a specific brand if the patient asks for it. <\/p>\n\n\n\n

    With the regulatory environment as it is in Canada, we had to do that while telling them absolutely nothing about the condition it treats, with a campaign that breaks through not just the healthcare category clutter, but breaks through all the clutter\u2026 period! <\/p>\n\n\n\n

    \"\"<\/figure>\n\n\n\n

    A key insight behind the campaign was that so much of what this audience gets is messaging focused on the limitations of living with diabetes. \u201cDiabetics\u201d are \u201cpeople with diabetes\u201d\u2026 people who don\u2019t want to be defined by their condition. Diabetes is something they have, it\u2019s not who they are. <\/p>\n\n\n\n

    Our idea was to make the people and their passions the focus, NOT their diabetes. And we sought out talent and situations to represent their diversity and individuality. To further emphasize this point, we created an original song that served as a rallying cry for our target audience, a track that is potentially the first earworm in Canadian Pharma marketing! <\/p>\n\n\n\n

    The campaign came to life across multiple channels and drove a significant spike, 86,302% in website traffic from pre-campaign levels (seriously!). Organic traffic jumped 12,390% and we saw an increase in Google search and brand awareness. <\/p>\n\n\n\n

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    <\/p>\n<\/div><\/div><\/div>\n<\/div>\n<\/div>\n\n\n\n

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    \"\"<\/figure>\n<\/div><\/div><\/div>\n<\/div><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":11,"featured_media":725,"template":"","client":[144],"class_list":["post-724","work","type-work","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"\nMore than my condition - ChangeMakers<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/thechangemakers.com\/us\/work\/case-studies-invokana\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"More than my condition - ChangeMakers\" \/>\n<meta property=\"og:url\" content=\"https:\/\/thechangemakers.com\/us\/work\/case-studies-invokana\/\" \/>\n<meta property=\"og:site_name\" content=\"ChangeMakers\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/fb.changemakers\" \/>\n<meta property=\"article:modified_time\" content=\"2025-01-27T21:43:35+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/thechangemakers.com\/wp-content\/uploads\/2024\/10\/Janessen-Invokana-Overview.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"1440\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/thechangemakers.com\\\/us\\\/work\\\/case-studies-invokana\\\/\",\"url\":\"https:\\\/\\\/thechangemakers.com\\\/us\\\/work\\\/case-studies-invokana\\\/\",\"name\":\"More than my condition - 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