Mitral valve disease is one of the most common valvular heart diseases in the world, yet it is sill under-treated and associated with independent prognostic significance. The intervention in organic mitral regurgitation (MR) is currently underutilized. As many as half (49%) of symptomatic patients presenting with severe MR were not referred for surgery. We wanted to create a disease awareness campaign that amplified the urgency surrounding the seriousness of MR by educating cardiologists on the impact, treatment options, and benefits.

The disease awareness campaign was implemented successfully across multiple mediums in part due to the brand book that was created to ensure consistency. The campaign consisted of print, with a journal ad and in-office education materials for HCPs and office staff; and, digital, with a website and banner ads.

Website Activity – Google Analytics

o There were 3,981 visits to the site from 3,535 visitors for the month of December

o Visitors spend an average of 1.25 minutes on the site, consuming 3+ pages per visit

o Site engagement levels on mobile devices were comparable to that seen on desktops

Paid Search– Google Analytics

o Paid search led to 3,647 visits in December (92% of all traffic)

o 54% of all paid search visitors viewed 4.5 pages on average and spent 2:09 minutes on the site

o Paid search campaigns were focused around HCP-targeted disease-state keywords