AI vs. Hep C

ABBVIE

Eliminating Hepatitis C:
How AI helped us reach an elusive target

Chronic Hepatitis C (HCV) is not only an insidious disease, it’s a highly treatable one. But unfortunately the COVID-19 pandemic saw a dramatic fall in diagnosis and treatment, jeopardising Australia’s compliance with the WHO 2030 HCV elimination target. Compounding the problem, the stigma around HCV makes identifying and motivating patients to seek professional help a major challenge.

Identifying this challenge, AbbVie and DDB Remedy leveraged artificial intelligence (AI) to find Australian HCV patients who were not connected to care, based on their digital behaviour. We then served them with ads containing tailored disease awareness messages relevant to that behaviour and encouraged them to talk to a GP.

‘Patient journey mapping’ research was used to ensure messaging was sensitive to patients’ emotional, rational, and information needs, leading to an integrated campaign of almost 100 ads, all linked to a dedicated site.

Results have so far exceeded all KPIs including, importantly, almost 1,000 clicks on the site’s HCV-friendly GP listings, connecting users to vital healthcare.

Visit the website HERE.