My LOPD Turning Point

THE NEED

For those living with late-onset Pompe disease (LOPD)—a rare, life-threatening disorder causing progressive muscle weakness—recognizing decline is difficult. More than half of patients report they don't know when to switch treatments. Yet most HCPs wait for patients to speak up about progression before they mention other options.



This causes a stalemate, resulting in unchecked disease progression and a decline in patients’ capabilities that can greatly impact their quality of life.



THE IDEA

Our solve: My LOPD Turning Point, an authentic, patient-centric, social-first campaign designed to zero-in on that singular moment patients realized their disease had progressed, and they needed to act. The campaign amplified these moments, providing crucial insights into the various ways LOPD symptoms can manifest, how each person approached their doctor, and their advice to others.



Why a social-first campaign? Our audience lives on social media, and this campaign meets them where they’re at. It's here that many get information about their condition, treatment options, and meet others like them.



THE GOODS

Each piece of digital content provided a benchmark for others living with LOPD to better identify their own turning point moments. Through multiple touchpoints on Instagram, Facebook, and TikTok, patients were propelled down the marketing funnel to gain a better understanding of progression.



Our 3-step plan:

1. Target patients on social with ads promoting the campaign

2. Funnel patients to MyLOPDTurningPoint.com to gain insights

3. Inspire them to connect with an Amicus team member to learn more

At each step, we collected data to refine our targeting, allowing more patients to find the content.



THE RESULTS

• Over 4 million total impressions in the first 6 weeks

• 900,000 unique users reached on Meta

• 12% click-through rate on Meta

• 7% click-through rate on TikTok

• 172k unique visits to MyLOPDTurningPoint.com