Patient Journey & Disease Awareness
Coeliac patient journey and disease awareness
Coeliac disease is an autoimmune disorder that takes shape in a very individual way and can emerge at any age. Discovering it requires a doctor’s diagnosis. That is why we worked together with Dr. Schär, a dietary product manufacturer, to develop a disease awareness campaign that helps more people to get a diagnosis and, in doing so, reduce unidentified cases.
Challenge:
Coeliac disease is a chameleon that is difficult to uncover as the symptoms of this autoimmune disease are incredibly varied and individual. This not only makes it difficult to identify, but also results in a high undetected case rate of 80–90%. These cases go untreated and can cause chronic damage to the mucosa of the small intestine.
Idea:
It is important that awareness of coeliac is raised to detect as many cases as possible. Yet how can that be done with people who have entirely different lifestyles and needs, are in disparate age brackets and encounter a very wide variety of communication touchpoints?
This resulted in an idea of developing a platform that connects those affected with the right supporters and offers sound information. The aim was for this platform not only to create awareness, but also guide the people affected on their journey to diagnosis and treatment.
Solution:
The online platform Gutsense has offered extensive information about intestinal health since November 2022. It contains topics and tips, educational videos and a wiki for fast, robust knowledge. The platform helps the people affected to understand their symptoms better and support them on the path to the right diagnosis. With an initial analysis and visualisation of the journeys of personas in various target audiences, it was possible to define targeted touchpoints and develop matching content. In cooperation with medical experts in the fields of gastroenterology, general practice and nutrition, high-quality content tailor-made for the needs of the various personas was created. This enabled an effective and individual appeal that helps those affected to identify their symptoms and obtain the right diagnosis – and provide optimal guidance in their respective phase of the diagnosis process.