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Healthcare

Sanofi

Promoted the benefits of Priftin during the 2019 National Tuberculosis Conference

Challenge
Sanofi US needed to establish Priftin as the brand behind the CDC-recommended “12-dose regimen” (3HP) for treating latent tuberculosis infection (LTBI). With attendees of the 2019 National Tuberculosis Conference⧉ representing the most receptive audience—including HIV specialists, primary care physicians, migrant care practitioners, and TB control program leaders—Sanofi had a brief four-day window to reach this concentrated group of healthcare professionals in Atlanta. The challenge was maximizing impact with a targeted digital campaign that would elevate LTBI as a treatment priority and position Priftin.com⧉ as a trusted information resource.

Solution
Leading the digital paid media strategy, I developed a multi-channel approach combining programmatic advertising and Twitter Promoted Tweets with hyperlocal geo-targeting. The campaign leveraged tactics proven successful in Sanofi’s UN General Assembly TB campaign, including geo-fencing the Marriott Marquis conference venue and nearby Hotel Indigo. I implemented contextual keyword targeting around tuberculosis-related terms, coupled with domain whitelisting across top-tier news sites, Atlanta media outlets, and lifestyle platforms. Approximately 10% of the media spend supported Promoted Tweets targeting an estimated 35K-50K healthcare professionals during the conference dates. All creative emphasized the value proposition of Priftin’s 12-dose regimen compared to the standard 270-dose, 9-month treatment, using animated GIF display ads and Twitter content optimized for awareness and engagement.

Results
The four-day campaign successfully reached the target audience of TB healthcare professionals during a critical industry event, delivering over 5.9 million impressions across programmatic and social channels. The hyperlocal geo-targeting strategy ensured maximum visibility among conference attendees at the venue and surrounding hotels. The campaign established Priftin.com as a new digital resource for the TB treatment community and strengthened Sanofi’s relationships with NTCA and key public health organizations. By focusing on awareness metrics, such as impressions, reach, click-through rates, and cost efficiency, the campaign provided a strong foundation for Priftin’s re-introduction and ongoing education efforts around improving LTBI treatment completion rates.