How to Make an Unpleasant Experience Much More Pleasant.
Home, Sweet Home
Without doubt, hemodialysis takes its toll on patients with kidney disease. One of the most dehumanizing aspects is sitting for three or four hours In a clinic along with other people undergoing the same therapy. Most would prefer to undergo their therapy at home, if feasible. That’s why Fresenius Medical Care, the world’s largest dialysis health care company, enlisted Signature Brand Factory to develop and implement a multi-faceted campaign.
The Big Announcement
First of all, Signature had to get out the news that, now, Fresenius Medical Care was implementing a program to allow most dialysis patients to obtain therapy in their home, a much more comfortable alternative than the clinic. It began with a series of ads, announcing what came to be called the “Success@Home” program to the world.
The Information Explosion
Although patients definitely wanted to avoid therapy at the clinic, there were many unanswered questions about Home Dialysis. How does it work? Who takes the readings? Do I have to change anything in my house? To answer questions like these and allay any fears, Signature put together a comprehensive set of information sources: a website, emails and detailed manuals which explained everything.
Patient-Centric Ads
Once the information got out and the questions answered, Signature did a patient-based campaign that did not focus at all on the technical aspects of dialysis treatment, but on all the things they could do at home while undergoing their therapy.
Q & A
Fresenius and Signature desired to leave no base uncovered. So, they implemented a team of telephone-based coordinators who were available to answer any questions a patient or healthcare professional might have about the Success@Home program.
Telling it Like it is.
Although we communicated all the relevant aspects of home hemodialysis treatment understandably and at a high level, there’s nothing like testimonials from those actually involved. So Signature went out into the field and talked to patients and home dialysis nurses and practitioners and brought their words to life in a video.
Gaining Momentum
The program became successful because Fresenius and Signature fed the programs momentum with more and more sources of information: brochures, posters, CDs and more.
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