Madrigal REZDIFFRA Disease Education

Defining the visual language of liver health

This work laid the foundation for a comprehensive DTC/DTP ecosystem for a first-to-market treatment for MASH*. The "MASH Marks" disease state education (DSE) unbranded campaign first brought awareness to this invisible, progressive condition by pairing evocative liver imagery with real patient stories.

*Metabolic Dysfunction-Associated Steatohepatitis

“MASH Marks”

MASH is a silent liver disease that 90% of sufferers don’t know they have until it reaches critical stages. This lack of urgency is compounded by authority bias, where patients hesitate to push for diagnostic testing when providers don’t prioritize liver health during appointments.

Approach

To break through this inertia, the campaign used the "MASH Marks" visual metaphor—tally marks across liver imagery—to represent the visceral accumulation of toxic fat and scarring. The strategy shifted patients from passive recipients to active self-advocates equipped to demand clarity on their disease progression.

Execution & Impact

The "MASH Marks" campaign bridged the gap between awareness and action through a multi-channel digital and social strategy:

Social & Live events: Relatable patient ambassador content and an active Facebook community supported patients, as well as connecting them to valuable resources like live events and webinars with nurse educators and ambassadors sharing their stories and answering Q&A. To date, strategic social has achieved a 14% conversion rate from public followers (7K) to private advocacy members (1K)—triple the industry average.
Website & Interactive Tools: The website featured an interactive progression model and "Find a Specialist" tool, turning educational interest into tangible next steps. This resulted in engagement levels reaching 5x industry benchmarks for discussion guide downloads and CRM signups.
Point of Care & Advocacy: Using behavioral strategy, we developed a self-advocacy tool to help patients restructure the appointment dynamic. A strategic mix of branded and DSE materials at the point of care helped further support patients to advocate for testing to determine their level of scarring. This comprehensive approach contributed to a 40% increase in specialist office visits versus control groups, successfully establishing a new standard for patient-led movement in a previously stagnant therapeutic area.