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Market Development Disease Awareness Campaign Shines Light on Interstitial Cystitis


The Client Challenge

Interstitial cystitis/bladder pain syndrome (IC/BPS) is a symptom complex that is poorly understood and often misdiagnosed and underdiagnosed. People experiencing IC/BPS are often frustrated and feel isolated and alone, in part due to a broken patient-HCP dialogue. Because the awareness and understanding of IC/BPS is low, Orangefiery worked with our client on a market development strategy including a disease awareness campaign.

The Approach


In partnership with the Aquinox Commercial team, Orangefiery developed patient journey research that showed patients often had difficulty talking about their symptoms with HCPs in ways that were productive, and HCPs similarly were often dismissive of IC/BPS patients.


Orangefiery developed a partnership with the Interstitial Cystitis Association, the largest non-profit advocacy group for IC/BPS patients around Bladder Health Month

We worked with a KOL at Cedar Sinai Medical Center to identify and recruit a patient who could be part of a BHM activation

We created patient and HCP materials (video, tip sheets, microsite) to tell the story of IC/BPS and the challenges of having productive conversations with HCPs and promoted these materials through ICA.


We issued a press release, social posts, email blasts and other materials to drive to the microsite and promote the video and patient materials

The Result

Orangefiery’s dedicated team created a market development strategy that successfully raised awareness for IC/BPS. The press release had a reach of 82.5MM viewers, the website had 12,563 visits in the first two weeks of launch (with only organic promotion) and the tip sheets had 327 downloads. Want similar results? Contact Orangefiery today to gain a trusted communications partner.

Screenshot of homepage of Aquinox/Interstitial Cystitis Association microsite launched as a part of Bladder Health Month campaign Screenshot of tweet from Interstitial Cystitis Association reads "Curious about interstitial cystitis/bladder pain syndrome? Hear from a real #IC patient in 'Living with IC/BPS,’" from ICA #NovBHealth" and includes links and photo previews to ICA content.

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