National Kidney Foundation

Challenge:

Renal disease and dialysis are intimidating, complicated topics for patients. Many don’t have the time, ability, or desire to learn as much as possible about the management of their condition. In addition, research shows that many don’t have access to a computer, prefer not to view educational videos or read educational material, and are averse to other common communication channels.

Solution:

Working with the National Kidney Foundation, healthcare marketing agency Bryant Brown created the first “reality series” of, by, and for dialysis patients: Hope Street. The healthcare marketing campaign features monthly installments of a comic strip (and jumbo poster for dialysis centers) that follows a group of patients and healthcare professionals dealing with the challenges of kidney disease. For each edition, Bryant Brown develops a teaching tool for healthcare professionals and a learning tool for patients. A website, journal advertising, and press release campaign complement the campaign. Bryant Brown also conceived and designed the convention booth, which features the Hope Street dialysis center as well as lifesize cutouts of the characters.

Results:

Hope Street was launched with great success at NKF’s annual Spring Clinical Meeting, which was attended by the most prominent medical device, pharmaceutical, and a variety of other healthcare manufacturers. The result: Hope Street gained wide acceptance by patients, providers, and administrators to become the most widely circulated educational program in the field of kidney disease treatment.