About
Cystic Fibrosis (CF) is a genetic condition that affects airways in the lungs. Cystic Fibrosis causes the lungs to produce extra-thick, sticky mucus. This mucus builds up and clogs airways. More than 80% of Cystic Fibrosis patients are prescribed Pulmozyme® each year. Young CF patients take many different medications, including Pulmozyme®, and adherence is critical throughout the patient’s life.
Challenge
As multiple new therapies hit the market, there was concern that Pulmozyme® was losing its share of voice.
Our goal was to quickly establish Pulmozyme® as the foundation of therapy in Cystic Fibrosis with both patients
and caregivers, and to help optimize adherence.
Solution
Created a multi-channel, “Pixar-style” character-based campaign aimed at educating younger
CF patients and their caregivers about the role of Pulmozyme® in their overall treatment plan.
The “Muck Busters!” campaign engaged users and helped promote adherence through gamified health monitoring,
community building and patient mentoring.
“Mr. P”, along with a cast of colorful supporting characters, starred in the “Muck Busters” iPhone game, as well as multiple campaign tactics including a video and storybook. Kids and parents could also find the “Muck Busters” gang featured on colorful in-office posters and promotional brochures at their doctor’s office.
Impact
- 535 unique visitors in first 3 weeks
- 2000 total visits
- 8.3 minutes – average time spent on game
