Dr Lucília Caramelo
Create Your First Project
Start adding your projects to your portfolio. Click on "Manage Projects" to get started
Disease Awareness for Patients: The LiFe Campaign
Organization
Vifor Pharma (now CSL Vifor) was a global specialty pharmaceuticals company headquartered in Switzerland. With over 2000 employees, distributed worldwide, it was a market leader in the treatment areas of iron deficiency, cardiorenal conditions, and cardiology.
Date
2015
Role
Project and communications lead
Project type
Disease awareness for patients and the public-at-large. Online and offline assets, with a strong focus on digital.
The LiFe campaign, led by my team, aimed to transcend typical industry-sponsored disease awareness efforts. It evolved into a powerful tool to improve the understanding of iron deficiency (ID) and iron deficiency anemia (IDA), positioning Vifor Pharma (now CSL Vifor) as a thought leader in the industry.
Rooted in the European Survey of Iron Deficiency (EIDS), which analyzed ID and IDA perceptions and impacts in the general public, the campaign identified awareness gaps and communication barriers between patients and healthcare providers. EIDS findings guided the LiFe campaign’s mission to enhance ID symptom recognition and diagnosis.
With a periodic-table-inspired logo, the LiFe campagin resonated globally by highlighting relatable everyday objects to symptoms. It leveraged digital platforms, social media, and Irondeficiency.com as a hub for resources and a app to track symptoms.
The EIDS findings were shared at the EHA Congress as infographic posters, making the data accessible and emphasizing the need to address iron deficiency. Additionally, a white paper on the findings reached trade media and policymakers, raising awareness and supporting healthcare decisions. The LiFe campaign was also used to engage employees, strengthening knowledge within the company and uniting efforts around patient-centric goals.
This multifaceted strategy led to a rise in ID diagnoses and a shift toward more effective treatments, with healthcare professionals increasingly adopting better options.
