Finalist
Think PAH: A Digital Test‑and‑Learn Approach to Rare Disease Awareness
Summary of work
Pulmonary arterial hypertension (PAH) is a rare, progressive disease where delayed diagnosis can worsen outcomes. Think PAH set out to improve early indicator recognition among priority HCPs and at-risk groups, building on 2024 learnings with a structured test and learn approach.
The approach combined a hero educational video, an optimised suite of carousel and video LinkedIn ads, and a Google Ads test and learn phase, all delivered through an A/B structure. The central creative platform, “Don’t wait. Investigate.”, used an hourglass motif to underline the consequences of diagnostic delay while making symptoms and risk factors easier to interpret.
Think PAH delivered strong engagement for a rare disease digital programme with a limited budget. LinkedIn achieved a 2.53% CTR (+130% vs the 2024 baseline of 1.1%), delivering 89,866 impressions and 2,277 clicks to the landing page. Google Search delivered 1.73% CTR across 17,608 impressions, evidencing relevant intent. National targeting performed comparably to geo targeting for this specialist HCP cohort, simplifying future scale.
The structured testing generated clear, actionable insights for the future: prioritise carousel formats, lean into early intervention messaging, maintain national targeting, and deepen search where intent is strongest.
Judges’ comments
The judges thought that ‘Think PAH’ was a really strong example of the right message getting to the right audience. It had a good explanation of technical detail and the judges also felt that it was well executed and the objectives reached. Very clear submission and data driven.
