Uncertainty can throw your life off track and make you feel powerless. As a progressive, “unpredictable” disease, Multiple Sclerosis (MS) is defined by a loss of control. Everyone deserves the power to have control of their own life, even in the face of uncertainty. Patients desire control of their disease AND control over their lives. KESIMPTA aims to support people with MS so they can feel in control and independent as they navigate a life with this condition.
In 2025, we set out to dramatically improve patients’ ability to self-advocate for KESIMPTA to their health care providers. We needed to harness the influence of social proof to empower patients with confidence that choosing KESIMPTA is a well-informed step toward control in an unpredictable MS journey.
Patient-driven content is a focus for our channel because recommendations from other patients are a top driver in treatment decision making throughout the patient journey.
Representation in our content was purposely inclusive to ensure communities who have historically been under represented in MS awareness, treatment advocacy, and support resources would see themselves and their specific needs accounted for.
KESIMPTA’s YouTube presence started in 2021, but the renewed focus on influencing through social proof provided opportunity to refocus. In a highly competitive category, we leveraged the inherent strength of YouTube as a learning platform so real Kesimpta patients could teach others with MS, helping them navigate their choices and decisions from their own lived experiences. These videos were based on insights from actual people who had already been on this journey. The actual shoots were carefully planned to meet the needs of people living with MS.
Leveraging native tools like playlists and cross-promotion on related content and channels, we embraced all of the platform’s capabilities to fully engage the audience. The tutorial power of YouTube became the foundation for our revamped content: Patients on therapy taught other patients what they needed to know based on personal experience in a practical and accessible tone. Videos addressed the questions we heard from patients most often, in the voice of the patient. Fully adapting our content to the YouTube experience allowed the content to shine in an authentic brand voice.
Alongside a renewed content focus, we also reset promotion of the channel despite limited available data and targeting. Video views were the only engagement metrics available, and affinities took the place of deeper patient behavioral patterns.
Lastly we tapped into the relevance of MS Awareness Month to ensure high visibility at an important time of year for the MS community.
With these challenges, our goals were:
Increase Discoverability and Reach through in-feed and channel placements, and affinity targeting to build awareness of the KESIMPTA channel. We also rebuilt the account to prioritize top performing content and segment to fully realize a holistic targeting strategy, minimizing overlap between audiences.
Learn, Optimize, Improve the channel and its promotion in real time based on subscriber and non-subscriber viewing data ensure we are always maximizing relevance.
By prioritizing YouTube, we are capitalizing on a channel where patients go to learn from one another, and minimal therapeutic storytelling is available. Subscriber counts grew 100% between June and December and at the time of this entry, our YouTube channel has over 50,000 subscribers, the most in the MS category.
Average view time increased since we launched on YouTube as we adapted to the platform’s strengths. Our videos have an average view time of about 1 minute meaning users are engaged and viewing our core content and topics. From a media perspective, cost per views steadily decreased 59%, creating efficiencies which allowed In-Feed placements to generate 42% more impressions at a 23% reduction in spend Oct ’24-Sep ’25, VYA.
