Blueprint Medicines - Its SMthing

Project Overview

Because it is so rare, awareness of Systemic Mastocytosis (SM) is low even for doctors. Patients are often frustrated at the lack of a diagnosis while they suffer a number of symptoms. Blueprint Medicines wanted us to build an experience that put the power in patients hands to research their symptoms and then self advocate for themselves with their doctors.

I lead the experience team on this project as they looked at analytics, the competitive landscape and conducted stakeholder interviews to understand the problems the patients faced and solve how we could bring value to the brand. Analytics unlocked a pattern of online behavior that people with SM searched for a combination of symptoms. Using that insight, a new campaign for social and targeted display drove to the website.

We ultimately built a comprehensive platform for patient support and education. The website provides complex medical information with interactive elements and engaging content. The site empowers patients with valuable insights and resources to better manage their health journeys. It features an intuitive quiz helps patients see patterns in their symptoms and guides them in how to best talk to their healthcare providers.

 End Result

This website was the winner of the GOLD Healthcare Marketing Impact Award 2022.

Many thanks to Sandra Skrzycki, Sarah Uhlarik and Louis Barry amongst others for their incredible teamwork.