Because individuals facing acromegaly may feel misunderstood or alone in their journey, this campaign aimed to help these patients feel seen and represented. By placing the stories of others like them directly in the spotlight with empathy, it worked to make acromegaly patients feel their challenges are a little less “rare” than their disease. Once acromegaly patients felt recognized, we aimed to encourage them to look closer at their symptoms and provide them with ongoing resources and support.
The Acromegaly Reality campaign was built around a simple but powerful insight: patients may equate “feeling better” with being fully controlled, even when symptoms persist. To address this, we set out to not only raise awareness but also provide patients with ongoing resources and support. To do this effectively, it was critical to obtain email addresses, enabling us to deliver tools and education directly to those who needed them most.
At the heart of the campaign were real patients whose authentic stories and imagery grounded the work in empathy and credibility. These stories came to life across a series of ads on social media in multiple formats—static images, GIFs, and carousels—designed to spark recognition and encourage patients to look closer at their symptoms.
To maximize performance, we implemented continuous A/B testing, experimenting with variations in creative and copy. This approach allowed us to refine messaging in real time, identify the most resonant visuals and calls-to-action, and ensure each touchpoint was optimized for engagement and lead generation. Our goal was to provide patients not just with information, but with the opportunity to opt in for ongoing communication and sustained support.
To deliver resources at scale, we prioritized in-app lead generation on Meta (Facebook and Instagram). These ads leveraged a unique third-party list designed to reach people affected by acromegaly, ensuring our efforts connected with the right audience. Interested individuals were also directed to AcromegalyReality.com, where they could access educational tools, community resources, and a “reality check” self-assessment.
The campaign quickly exceeded expectations. While our initial goal across all digital platforms was 3,500 leads, we surpassed this milestone in less than three months, ultimately delivering over 10,000 leads in Meta alone. Alongside this, the social campaign generated 139,000 link clicks and 7.2 million impressions. By pairing empathy-driven storytelling with precision targeting and constant optimization, Acromegaly Reality not only met its objectives but created a lasting pathway for rare disease awareness, education, and support.
