There are 37 million people with type 2 diabetes (T2D) in the US and nearly 40% of them also suffer from chronic kidney disease (CKD). CKD in T2D is a serious health condition that causes a gradual loss of kidney function and can lead to heart disease. Historically, there’s been a lack of treatment options for CKD in T2D, with the primary treatment being the much-feared dialysis. When patients are diagnosed, they just aren’t given a clear path forward.

Our primary objective was to activate diagnosed CKD in T2D patients via a multi-channel DTC campaign to learn more and talk to their doctor about Kerendia. Secondarily, we saw an opportunity to increase awareness of CKD in T2D, ideally ensuring people at risk could learn more about the condition, sooner. The sooner they could receive a diagnosis, the sooner they could start preventing disease progression.

We really wanted to create a linear journey through our hero Frank’s life, so whether it was traveling up, down, or side to side, the camera was always moving to take us along for the ride.

Surprising elements like the camera emerging out of water, our hero’s son’s hat blowing off, and the dog running in and out of the frame were all carefully considered as transitions to keep the story moving and tie one scene to the next.

And while the world of Kerendia was completely fabricated, our cast needed to feel real and relatable. Frank, his family, and friends leaned all the way and delivered powerful performances.

KERENDIA DTC campaign started making impact right from the start. Online search for KERENDIA name increased by 115%, and over 50% of people exposed to advertising were motivated to discuss treatment options with their physician. Most importantly Marketing Mix Modelling analysis determined that 1 in 6 new prescriptions has been attributed to DTC advertising in just 4 months after launch.