Problem:How does a pharmaceutical company position itself as a leader in the treatment of Multiple Sclerosis, when strict laws prohibit it from publicising its products? Due to the illness many patients are housebound, and have trouble accessing treatment because of a lack of funding.Challenge:Educate patients, non sufferers and doctors about MS and its treatment and position Gedeon Richter an expert in this field.

Insight:- The internet is a primary source of information on illnesses, researching treatments and is easily accessible-To truly understand the difficulties an MS sufferer encounters every day, we realised enabling individuals to experience the symptoms, rather than being told what they were, would be far more impactfulSolution:- Generate 'experiential empathy' by creating an online interactive simulation of MS symptoms. One that captures the imagination initiating spontaneous viral marketing and utilizing the power of the social web- Use 3rd party endorsement and word of mouth to spread the messageResults:- Reached a global audience of 500,000 plus (incl. 284000 hits and 404000 page views)- Widespred endorsement from patients, official MS organisations, medical schools, bloggers and pharma marketing specialists- MS treatment and funding is back on the government’s agenda

(PLANNING STARTED 2009 / MAJORITY OF IMPLEMENTATION TOOK PLACE 2010)- Partnership established with the Polish Multiple Sclerosis Society (PMSS) - Jul 2009- In the first simulation of its kind, created a 3D simulation enabling all internet users to experience the symptoms of MS firsthand - MamSM.pl went live Oct 2009- English version, ‘Having MS.com’, launched March 2010- Websites featured the simulation, MS sufferers and their carers highlighting the funding issue and difficulty in accessing treatment- Established partnership with the International Federation of Medical Students' Associations (IFMSA) - April 2010- 'Having MS' roadshow visited 16 medical universities / 3,500 students (with the IFMSA) April 2010 – April 2011- With the PMMS, exhibited at four major MS events (7,500 attendees) May - Oct 2010- Enrolled prominent politicians into undertaking experiments simulating the symptoms of MS- Distributed 10,000 simulation CD’s, 3,000 educational leaflets and 240 posters- Supported by traditional and social media throughout.

- Campaign endorsed by the PMSS and IFMSA – simulation sites on PMSS website- The Polish Ministry of Health has initiated steps to make funding for MS sufferers more available (Apr 2011)- Campaign reached global audience of 500,000 +- Generated coverage in @ 369 media igniting discuission around the funding issue including coverage on 23 national and local TV channels, and 14 national and local radio stations- The 'Having MS' Roadshow will have reached 3,500 medical students at 16 medical universities in Poland by end April 2011- 284,000 hits and 404,000 page views on HavingMS.com and MamSM.pl- 442 positive opinions posted on Wykop.pl (polish version of Digg.com)- Applauded by 19 MS bloggers and 8 pharma marketing specialists.