Deflated

To establish GSK as a champion in advocating for patients’ increased quality of life with chronic kidney disease related to anaemia. To have HCPs understand the debilitating burden that they are ignoring by creating an awareness campaign to make HCPs can feel confident to treat anaemia on an individual basis. We need to draw attention to the fact that patients deserve more.

The insight: HCPs find anaemia in CKD awkward to address…and patients know something’s being missed.

The idea: HCPs want to give their patients the very best care, improving their quality of life whilst also trying to balance doing more
harm than good when trying to manage/treat multiple conditions for CKD patients. This approach illustrates the physical manifestation of the HCPs frustrations and challenges of trying to balance the treatment of CKD patients’ other potential comorbidities. It uses striking imagery to highlight these feelings and bring it to the forefront of the messaging. GSK know how hard you’re working to help your patients and want to help. For example, patients can feel deflated by the effects of anaemia, taking away their present as well as their future. HCPs can feel the same way because of the perceived difficulties in treating it. With extra support, education and resources GSK can help both parties feel better.

Website: Slow loading website (spinning wheel of frustration), the user experience speeds up when the treatment information about CKD and anaemia is clicked.