HEPATITIS DISEASE AWARENESS SITE: HEPATITIS NAVIGATION

TitleHEPATITIS DISEASE AWARENESS SITE: HEPATITIS NAVIGATION
BrandJANSSEN PHARMACEUTICAL
Product / ServiceSOVRIAD (SIMEPREVIR)
CategoryB01. Education & Awareness
EntrantTARGIS GROUP Tokyo, JAPAN
Entrant Company TARGIS GROUP Tokyo, JAPAN
Advertising Agency TARGIS GROUP Tokyo, JAPAN

Credits

Name Company Position
Naoki Tsubaki TARGIS KK Web Producer
Shingo Kondo TARGIS KK Art Director
Shinobu Kunori TARGIS KK Copywriter
Emi Onishi TARGIS KK Medical Information
Tadafumi Kosaka TARGIS KK Planning Director
Naozumi Iba TARGIS KK Account Supervisor
Takeshi Nishino Citrus Japan/Inc. Director
Sayaka Ikegawa Citrus Japan/Inc. Programmer
Yumi Inaba Illustrator

The Campaign

It is estimated that 1.5 million people in Japan are infected with Hepatitis C, but are not aware of it or not being treated even if diagnosed. The website “Hepatitis Navigation” was launched to encourage as many patients as possible to seek immediate consultation with physicians. The simple, user-friendly website allows visitors to check their risk of infection. The navigation feature also refers those with suspected infection to nearby hospitals. As a result, many people checked their risk on “Hepatitis Navigation” and searched for hospitals. “Hospital Search” became the most visited page on the website, and the “Online Risk Checklist” became the second most visited page.

The Brief

-The objective is to “further tap into potential patients with chronic hepatitis C” and encourage people at risk to visit a hospital for testing and treatment as necessary through the website “Hepatitis Navigation.” -The target is those aged 40 years or above, particularly those in their 60s and 70s. -The aim is to guide users to the “Hepatitis Navigation” website, have them explore the website, and navigate them to the hospital search page (main KPI: access numbers and people using the hospital search function)

Creative Execution

“Hepatitis Navigation” was launched in May 2014. We focused on the following three key points for the site; -Point 1 ”Learn about Hepatitis C as soon as possible!” Using easy to understand language & content divided by topic & “island” on the site, along with easy to use navigation & buttons, visitors can learn about Hepatitis C. -Point 2 ”Do I need to be tested?” After learning about Hepatitis C, visitors can quickly determine their own risk by answering simple questions on the online check-list. -Point 3 ”See a doctor as soon as possible”” After determining their risks, patients can decide to visit a specialist and find one easily using the online doctor search function to find one nearby.

Many patients checked their risk of infection and searched for hospitals on “Hepatitis Navigation.” ”Hospital Search” was the most visited page on the website, and “the Online Risk Checklist” was the second most visited page.

To achieve this aim, the patient website “Hepatitis Navigation” was designed as follows: (1) Simple & easy to understand design, text, & navigation. (2) Although the product name (Sovriad), logo and key visuals could not be directly advertised to patients, we maintained a consistent branding with the professional campaign based on a ship captain providing guidance towards a cure.

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