AT A GLANCE: Digitas Health was tasked with driving awareness for their client’s Multiple Sclerosis Drug. They had to circumvent the traditional brand centric advertising approach by instead digging into the conversation from a different angle, looking at the conversation as it relates to MS, not the drug, to better understand the vernacular as it relates to the larger MS community. By gaining an understanding of the struggles of the MS patient journey, Digitas Health was able to create content that not only resonated with the MS community, but was powerful enough to be shared among the community, spreading the word organically about their MS drug. CHALLENGE: Traditional Advertising Approach to Social Research Doesn’t Work in Healthcare Marketing Digitas Health, a health and wel

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