Using a patient’s experience is a strong motivating factor to shift perceptions or change behavior. Aimee is a patient with polycythemia vera (PV) who was willing to share her journey. The debilitating nature of myeloproliferative neoplasms was largely minimized until a landmark quality-of-life survey were published. The creative overlay of cells in the primary photography suggests that patients may be experiencing more than initially meets the eye. Pairing Aimee’s story with the survey data provided the emotional hook that made HCPs stop and consider the impact of the disease and the larger impact of this rare blood cancer. The campaign launched in September to coincide with Blood Cancer Awareness Month.

To further HCP education about the causes of PV, a highly-visual whiteboard video was created to explain the mechanism of disease—over activation of the JAK/STAT pathway.