Healthcare Marketing Impact Awards - 2022

Campaign: It’sSMthing
Agency/Firm: FCB Chicago
Client: Blueprint Medicines

An estimated 32,000 people in the U.S. live with systemic mastocytosis, or SM. The It’sSMthing campaign was created to raise awareness of SM, with a goal of shortening the time to diagnosis. The supporting tactics included leveraging Facebook’s ad manager tool and implementing a series of comprehensive search permutations focused on SM-related terms. The campaign’s combined undiagnosed and diagnosed database population has grown to 5,255 opt-ins, about 16.4% of the total estimated U.S. SM population.