AstraZeneca

AstraZeneca's FARXIGA program served two audiences at once: the 80 million Americans at risk of chronic kidney disease, most of whom had never heard of the brand, and the nephrologists, cardiologists and primary care physicians behind its commercial future. The patient feed was still television made for a living room, and social presence to physicians was thin and broad. We contributed through agency partner Klick Health, as Social Strategy Director.

Stop using social to redistribute the TV buy. The patient side needed a social-first reset across five platforms with cross-cultural planning built in from the start. The professional side needed three specialties, which do not think alike, moved from awareness to advocacy on the platforms where they actually practice.

We rebuilt the patient program as social-first: every platform got its own job across Facebook, Instagram, X, Reddit and TikTok, planned against a three-track cultural calendar with a Spanish-first experience and family-storytelling creative. We designed the parallel physician strategy, mapping nephrologists, cardiologists and primary care to their own imperatives, adding LinkedIn, Reddit and TikTok as new HCP channels, peer-led content through physician creators, and congress-specific targeting across the 2023 nephrology and cardiology calendar.

A social-first operating model for the patient program, with 18.9 million of the 80 million at-risk Americans reached, landing pages 73% cheaper, CPMs down 41% across core channels, a 28% lift in the Reddit pilot, a 2.2x lift on physician retargeting and 43% cheaper congress CPMs. The measurement plan climbed from impressions and clicks toward mix modeling. This case study describes campaign performance, not a clinical outcome; prescription growth and patient outcomes are not claimed.