Patients for Affordable Drugs (P4AD) Prioritizes Video Content to Push
Its Mission Forward
Background:
Patients For Affordable Drugs is the only independent national patient organization focused exclusively on achieving policy changes to lower the price of prescription drugs.
Challenge:
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The challenge that P4AD presented us with was to create videos to elevate patient voices and educate viewers on drug pricing policies and legislation.
Strategy:
PERSUADE AND EDUCATE AUDIENCE
Understanding the power of video to persuade and educate, we collaborated with P4AD to develop a roadmap of video content to be produced over the course of several months. Using a variety of creative methods, our approach focused on telling the organization’s story, elevating authentic patient stories, and educating target audiences on critical issues while dispelling myths.
Execution:
Establishing the Foundation
We provided a professional approach to video production with a focus on content that would elevate the organization’s credibility and mission in the eyes of lawmakers and constituents. Our initial roadmap produced videos highlighting these topics:
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About Us Video: A video describing who the organization is and what they do
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P4AD Founder Video: David Mitchel, explains his real experience with the high cost of prescription drugs and why he started P4AD
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Savanna’s Story: Testimonial style video featuring a patient advocate sharing her struggle with prescription drug prices and her personal advocacy work with lawmakers in Washington
Changing the Narrative
P4AD kicks off their 2021 video content by taking direct aim at Big Pharma’s Big Lie about drug-related innovation
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Big Pharma’s Big Lie Video: This explainer video specifically made for decision makers and patients alike sheds light on pharma’s false argument.
Pivoting During the Pandemic
When the pandemic hit, we focused on the need to prevent profiteering off of a vaccine and how patients were more so impacted by Covid-19
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Polio Video: We looked back to history and highlighted how Jonas Salk did not patent the Polio vaccine and encouraged pharmaceutical companies to follow suit
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Covid-19 Patient Compilation Video: Working with P4AD’s Community Organization team, we collected self-filmed patient videos and edited them into a cohesive message showcasing how Covid-19 was impacting their lives differently than everyone else
About Us Video
P4AD Founder Video
Savanna's Story Video
Polio Video
Covid-19 Patient Compilation Video
Big Pharma’s Big Lie
Results:
While the ultimate goal of achieving comprehensive drug pricing reform is still ongoing in 2021,
the resources devoted to generating well planned and professional video content has paid off.
This point is proven by the amount of media coverage, positive feedback from patients, and engagement from lawmakers that these videos have helped to generate.
