The challenge of this page was to use social media to raise awareness and drive testing in a rare but serious condition with few obvious symptoms. Chronic Transfusional Iron Overload is related to sickle cell disease, and other conditions that require frequent transfusions. Our objective was to reach our audience where they were, which research told us was online and on their mobile devices. The strategy was to develop a page that was both informative, and inviting, with information that would not only motivate patients to act, but inspire them to share content with their friends and family (who might be similarly affected). The execution was clean, bright, and made scientific content easily digestible for this patient audience.

Our executional goals were to design a page that was as friendly and accessible as it was informative. The colors are bright, the layout is clean, and the photography is carefully suggested to help patients identify themselves as they viewed the site. We worked with FB to create custom tabs, so that we were able to break out of the constraints of the FB timeline do develop a layout that met our content needs.

In its first launch quarter, the page received an unprecedented 9000 Likes and garnered interest from other popular sickle disease activists who partnered with the page to create an even stronger voice in the SCD community.