CASE STUDY
Obesity — It’s not what you think
Our insights revealed the deeply engrained cultural attitudes that signaled a different approach to obesity treatment was necessary.
Global pharmaceutical company
CLIENT
How do we address the cultural bias against people with obesity, and ensure the healthcare system meets their needs?
How do we engage patients, healthcare providers and payers as they consider a new treatment for obesity?
CHALLENGES
Insights
It’s not my fault
The cultural emphasis on personal responsibility gives rise to the assumption that people with overweight are lazy and lack discipline. This runs counter to the science. Addressing stigma and bias is as important as educating patients and providers on the science of obesity.
Weight management approaches
It is necessary to address the mind-body connection. Obesity must be treated holistically (rather than ‘medicalized’) through integrated solutions including complementary medical approaches, counseling, and behavior modification.
Societal & environmental pandemic
Obesity is recognized as a complex problem, caused and exacerbated by our obesogenic environment including industrialization and lifestyle stressors. We must acknowledge this and place clinical treatments in context.
Our impact
A holistic narrative around the disease and the new treatment. Medical and commercial teams are unified and aligned in their efforts to address cultural, customer and clinical realities.
Communication guidelines for unbranded & branded activities. The language we use addresses bias against patients and meaningfully conveys the science of obesity.
Detailed executional direction on campaign creative and copy. The company is making an impact on the broader cultural discourse in a way that is empathetic, relevant, and resonant.
Strategies and ideas to support market development. Disease education efforts are providing support to patients and providers as they consider a new treatment option.
— Director, Communications