nOH Matters was an unbranded awareness campaign to help HCPs understand the patient burden of untreated nOH.

The audience.

HCPs (specifically, neurologists and cardiologists) who treat patients with Parkinson’s disease.

The challenge.

Patients being treated for Parkinson’s disease can sometimes develop other symptoms, such a s nOH.

The ask.

Concept and develop a campaign that grabs the attention of busy HCPs and quickly shows the burden of unaddressed nOH. The campaign website ultimately drive HCPs to the Northera brand site.

I’M AFRAID TO FAINT AGAIN.

Look carefully. This could be the face of neurogenic orthostatic hypotension (nOH).

HCP website

Website copy was written with SEO in mind – significant keywords were used as often as possible in H1 and H2 level content.

HCP (cardiologist) brochure featured the final campaign with strong, unbranded messaging.

HCP (cardiologist) brochure featured the final campaign with strong, unbranded messaging.

HCPs are less familiar with nOH so disease education was a top priority of the campaign.

HCPs are less familiar with nOH so disease education was a top priority of the campaign.

Because this was the first unbranded nOH campaign, the client/brand team did not have existing references to use during message development. All claims had to be researched on my own.

Because this was the first unbranded nOH campaign, the client/brand team did not have existing references to use during message development. All claims had to be researched on my own.

A major messaging win for the team was the approval of our "vicious cycle of nOH" graphic.

A major messaging win for the team was the approval of our "vicious cycle of nOH" graphic.

The pink and green throughout are nods to the two HCP specialties in our target audience – cardiology and neurology.

The pink and green throughout are nods to the two HCP specialties in our target audience – cardiology and neurology.

As an unbranded campaign, we cannot mention a treatment or brand name. Instead, we wrapped up the piece with the opportunity to bridge to branded content.

As an unbranded campaign, we cannot mention a treatment or brand name. Instead, we wrapped up the piece with the opportunity to bridge to branded content.

All references were researched and approved by yours truly.

All references were researched and approved by yours truly.

HCP banner ad

Minimal copy to keep attention on the striking campaign image and get HCPs to stop the scroll and engage.

Original campaign concept

My partner and I wanted to connect to the HCP’s empathy by giving them just a tiny taste of the dizziness experienced by people with nOH. This was the concept chosen by the client.