Presenting Info vs. Driving Action
 
Campaign 1                                     Clickthrough Rate       31%
Campaign 2                             Clickthrough  Rate      60%

 

P2P Syncro conducted two email campaigns targeting gastroenterologists in the US. The purpose is to generate interest in learning of LAL-D, a disease rarely seen in clinical practice. The campaign message is described below. A clickable icon for "More Information" is placed at the end of the message. 

 
Campaign 1: Raising Suspicion of LAL-D in Gastroenterology Clinic

What to Learn

- Common Features in LAL-D and fatty liver disease: Excess fat and sometimes fibrosis in the liver. Elevated liver enzymes. 

- Different Features in LAD-D and fatty liver disease: LAL-D should be strongly considered if patient has normal weight and abnormal lipid profile.

 
Campaign 2: Adding LAL-D to the Differentials of Fatty Liver Disease

What to Learn

- LDL-C is usually very high in LAL-D than in fatty liver disease.

- Liver damage progresses more quickly in LAL-D than in fatty liver disease.

- HCPs should test LAL-D in patients with elevated ALT and very high LDL-C despite weight loss.

 
Engagement

31% of the viewers in Campaign 1 further clicked the "More Information" icon, whereas 60% did in Campaign 2. 

In Campaign 1, disease features were outlined. In Campaign 2, compelling reason for learning (e.g., “liver damage progress more quickly…”) was provided and specific actions that need to be taken (e.g., “test LAL-D in patients with…”) were included.

 
Conclusions

Physicians respond better to action driven message. Simply outlining disease features is less effective.