A Growth Hormone Deficiency awareness initiative in the Kingdom of Saudi Arabia, for a global pharmaceutical client — a rare disease most families have never heard named. Over a full year, across social, an owned platform and offline, Kepler built the audience architecture, the content system and the conversion path — from a parent’s first scroll to a completed self-assessment.
Growth Hormone Deficiency is a rare disease with almost no organic demand signal. Parents don’t search the condition — most have never heard of it. They search symptoms, or they say nothing at all and wait another year to see whether their child catches up. Meanwhile the category’s only visible metric is height, which delays diagnosis and hides everything else the condition affects.
No search intent, no category awareness, and a diagnosis window that closes with age.
The initiative was split before a single asset was made. Each segment enters the category from a different place, needs a different proof, and converts on a different action — so each got its own content track rather than a shared message with the volume turned up.
Carrying an unnamed worry and no vocabulary for it. They need permission to take the worry seriously before they will accept any clinical information at all.
Positioned to catch the condition earlier, but only if awareness, identification and referral pathways are reinforced at the point where a worried parent actually arrives.
The source of the stigma that keeps families quiet. Not a conversion audience — a permission audience. Change here makes every other conversation cheaper.
Rather than one message repeated across placements, the initiative runs on a pillar system — each pillar owning one real question, each one able to carry an always-on stream of assets without repeating itself.
Signs translated into what a parent would notice at home, with a route to consultation.
Psychological, emotional, social and character development weighted equally with height.
Knowledge, emotional guidance and practical support for navigating the journey.
Child, parent and healthcare ecosystem positioned as one team around one goal.
Reaching the newly diagnosed and the undiagnosed, and connecting them to resources.
Supporting awareness, early identification and comprehensive care among clinicians.
Building community understanding and making the condition speakable.
Management framed around confidence and wellbeing, not only centimetres.
The owned portal was architected as a funnel, not a brochure. Every section has one job and one exit, and the sequence is deliberate: earn the worry before naming the condition, answer the objection before offering the test, and ask for nothing at the end but sixty seconds.
The entry point is the worry a parent already has — asked back to them in their own words, before a single clinical term appears.
The condition explained plainly, with a clear call into the deeper education layer for anyone who wants it.
A myth-busting layer with linked article cards, built to intercept the assumption that sends families down the wrong path.
A short reassurance module for the parent who is interested but not yet ready — the drop-off point most awareness sites ignore.
Treatment options set out clearly, carrying the early-diagnosis message through to the decision.
Living-with content grouped into browsable categories, keeping the destination useful after the first visit.
The lowest-friction commitment available — mobile-first, because the worry happens on a phone at night, not on a desktop.
A parent who arrived with a vague worry leaves with a named condition, a next step, and a reason to come back.
Formats were assigned to funnel positions, not distributed evenly. Reach formats carry the pillars, narrative formats carry the emotional reframe, and the owned destination carries everything that has to convert.
The portal is an argument in a fixed order — worry, name, objection, reassurance, solution, action. Awareness sites usually present those as parallel menu items and lose the reader at the first clinical word. Ordering them is what turns a content library into a funnel.
Eight pillars give the initiative somewhere to go every week without repeating itself, and make performance legible — you learn which parental question actually drives action, then push budget behind it.
“Speak to your doctor” asks for a decision the parent isn’t ready to make. A one-minute assessment asks for sixty seconds, returns something personal, and asks for no personal details to do it.