OUR APPROACH
PR-it reviewed interviews Axovia captured through the VideoAsk platform from nine people from the US and Europe with BBS, parents of young children with BBS and physician experts, to produce a cost-effective, but polished three-part video series to raise awareness about the condition.
- Part I: What is Bardet-Biedl Syndrome? [BBS disease burden from people living with the condition]
- Part II: What’s rarer than a rare disease? [Why BBS grassroots patient advocacy organisations should be supported]
- Part III: Why does early diagnosis matter in Bardet-Biedl Syndrome?
Discussion of challenges and benefits of early BBS diagnosis
The videos were pulsed out organically in combination with quote graphics and additional assets from Axovia on the company’s LinkedIn and Twitter handles over four weeks. LinkedIn paid advertising was used to increase the videos’ reach within the rare disease patient advocacy community and amongst relevant US and UK healthcare professionals.

OUTCOME
The results for the 13-post campaign were impressive considering Axovia’s small social following and £2,000 LinkedIn advertising investment:
LinkedIn organic post metrics [9 posts]:
5,977 impressions (number of people who saw the post); 769 video views; 587 engagements (reactions, shares, clicks); 38% average engagement rate (keep in mind that 2% is considered good!); and 75% average click through rate (the number of clicks divided by impressions – for organic posts, the average click through rate is 2.83%, so the campaign exceeded the average).
LinkedIn paid post metrics [4 posts]
209,623 impressions; 31,954 video views; 1,200 clicks; 6% average video view rate with 2.28% completion rate; and 31% average click through rate (for sponsored videos, the average click through rate on LinkedIn is 0.44% to 0.65%, so the campaign exceeded the average).
FEEDBACK
In addition to the Axovia team being happy with the campaign’s results, they shared that the BBS advocacy community were pleased with the initiative which facilitated further goodwill between the patient community and Axovia.



