Amgen
Employing some guerilla marketing, WE helped Amgen spread the word about Thyroid Eye Disease (TED) at the largest indoor flower show in the world. The overlap with a key TED demographic—women 40+—made the Philadelphia Flower Show both an unexpected and fertile environment for opening eyes to this rare, challenging disease. But why would anyone talk about medical conditions at a garden show?
Drawn by eye-catching roses and a photo of the human eye, show-goers were enticed to play Thyroid Eye Disease Plinko for garden-related giveaways—marked with Amgen’s ThyroidEyes.com QR code. Actual patients offered insights about the importance of early detection, signs and living with thyroid conditions and TED. A media effort pushed the story across owned social and local outlets.
Over 1,600 attendees learned about TED in conversations averaging 7 minutes. ThyroidEyes.com traffic shot up 429%. Dozens of diagnosed TED patients—and many with Graves’ disease, a correlated condition—took away information on TED specialists. All making Amgen a trusted resource for many who said they’d been dealing with symptoms for years and didn’t know where to turn.
