People living with hypothyroidism (typically women 35+), who are taking Synthroid. They all share the experience of living with hypothyroidism, including individualized symptoms that impact functioning, self-perception, and self-worth. They also share the daily need to manage hypothyroidism with consistent treatment and clear communication.

The unique challenge we faced was making sure all the stories, photos, and tips Ambassadors were giving were approvable. So, we worked closely with Medical Legal Regulatory to make sure the content was not just educational and inspirational, but that it was also approvable.

Every morning, millions of people wake up and take their Synthroid. Then they wait 1 hour before breakfast. It’s their morning start. And it’s written right in the prescribing information. Inspired by that simple, powerful truth, we set out to own that 1 hour in the morning. We created a multi-platform campaign called “Good Morning Hypothyroidism” that empowered people’s mornings with education, motivation, and inspiration from real Synthroid users. We created the Before Breakfast Club, a support program filled with tips and stories. So people managing hypothyroidism knew they weren’t going at it alone. They were in it together, learning from and inspiring one another. Finally there was a club they could call their own.

To create a truly authentic community for all people living with hypothyroidism, we partnered with our Ambassadors and asked them to tell us their unique experiences managing hypothyroidism. They shared their stories, tips, and advice on sticking to their morning routine with Synthroid, talking openly with their doctors about symptoms, checking their pill to make sure it’s branded Synthroid, and much more. Using their stories and photographs, we reinvigorated and relaunched the website. Now the site is less brand focused, and more people focused. We even created the Before Breakfast Club (B4BC), a support program providing more education and inspiration to people during that one hour before breakfast. It was filled with even more stories from real Synthroid users. Banners driving to the site, including all B4BC emails and direct mail communication were delivered in the morning hours. We wanted to help people taking Synthroid own the morning together.

So far, results have indicated a positive momentum with an increase in site traffic by 58%. The majority of patients report high satisfaction with the site and would highly recommend it to fellow hypothyroidism sufferers. Early business impact studies indicate that more patients are now aware of the difference between generic LT4s and the brand, Synthroid their doctor prescribed. Therefore, patients are more likely to check their pill with each refill and speak up if it isn’t real Synthroid.

Getting and keeping thyroid levels exactly right takes time, effort, and participation. But it’s worth it: when someone’s levels are precisely right for them, it affects everything. What stands in the way? Unmanaged expectations, ineffective communication between doctors and patients, lack of support and education, not knowing tips and tricks to feeling “on” and switching medications without realizing it. This was an opportunity for Synthroid to take on a true leadership position by providing more than just medication. Because managing hypothyroidism is bigger than pill. It’s about supporting millions of people with meaningful education. It’s about connecting people with each other so they could learn from one another. It’s about creating a true rallying cry for treatment consistency. It’s about creating the first-ever community for people living with hypothyroidism. Synthroid is here to help people every day.

Synthroid has been helping people manage hypothyroidism for over 60 years. Despite having lost its patent, branded Synthroid still continues to thrive in the market. In fact, 1/3 of all written Rx’s are for Synthroid. However, because of generic switches, Synthroid only has 21% market share. That means 40% of people who believed they were taking Synthroid were being switched without knowing. This matters because managing hypothyroidism requires getting a precise dose of medicine day after day. Levothyroxine products, including Synthroid, are narrow therapeutic index drugs. So, if your dose is off even a little bit, you could experience symptoms of over treatment (too much medicine) or under treatment (too little medicine). To maintain its leadership, Synthroid had to empower and connect patients to motivate them to speak up, ask for Synthroid, check and ensure they were getting Synthroid.