Vifor | Rayaldee
Turning complex science into a gamified, engaging HCP experience that educates and drives brand preference.
Rayaldee, a treatment for SHPT in late-stage Chronic Kidney Disease, needed to communicate the urgency of treating fragile patients while clearly explaining a complex mechanism of action to HCPs.
BARRIERS
SHPT’s clinical complexity and HCPs’ limited time made traditional education ineffective, while emphasizing urgency risked overwhelming the audience.
SOLUTIONS
We created a gamified disease awareness campaign and a two-minute MOA video that simplified the complex science and highlighted Rayaldee’s advantages. The engaging approach led to the campaign being adopted by KDIGO, extending education to a broader audience.
Unbranded Disease Awareness Campaign
Unbranded, gamified disease awareness campaign for SHPT, a calcium imbalance affecting fragile CKD patients. The concept ran across all marketing channels and was later adopted by KDIGO for their global education initiative.
Unbranded Gamification
Interactive game featured at congresses and online.
MOA VIDEO for Rayaldee
We turned SHPT’s complex calcium and phosphorus imbalance into a 2-minute Pixar-style video, with characters representing compounds, rival therapies, and Rayaldee as the hero, making the science intuitive and memorable.